Stop focusing on logos, colors, and taglines.
Building a brand takes time—and starts from the inside. With the right marketing strategy, you take the first steps to meaningful growth.
Who owns growth decisions in your firm? Confusion often reigns in professional firms about who makes decisions that affect a firm's growth. Is it the leadership team, practices, geographies, individual partners, BD, or marketing? Not knowing creates sub-optimal...read more
As firms finalize accounting of last year’s performance, sort through bonuses and deliver employee reviews, partners are turning their sights to this year’s revenue bogey. Many are wondering where the revenue is going to come from and turning to their marketing...read more
With year-end approaching, many organizations are beginning their requisite employee evaluations. While evaluations are intended to provide fairness, paper trails and opportunities for "improvement," they are of limited value in either helping marketers become...read more
My marketing education began before kindergarten, but I "officially" began working in my family’s auto parts business when I was thirteen years old. By working in our company’s many stores over the years, I came to appreciate the business, our employees and our...read more
When a prospect asks for a brochure, what is s/he really saying? “Wow! I really love what I am hearing. I want to share your brilliant solution with my colleagues. But, there is no way I could articulate your sales pitch as well as you. I need a brochure to do it for...read more
At some point, the capability, service or consulting model that built your brand becomes commoditized, trite or simply out of fashion in the business world. You have stopped growing and redesigning your logo isn’t going to fix it. It happened to actuaries at the HR...read more
Why do firms only give out good references? Before making most purchases—large or small—I do my research. Amazon, Yelp, REI, Angie’s List and retail sites all give me opportunities to read client references. When I read reviews, I first read the five-star reviews and...read more
I was in a meeting recently where a leadership team was grappling with their long-term direction. They’re doing what many leadership teams must do – trying to discern how to kick-start growth in their business. It complicates things that they work in the healthcare...read more
Recently, I was in a meeting of senior accounting marketers. As we were discussing challenges, ALL were bemoaning the use of—or the lack of the use of—their firm’s CRM system. I heard complaints like: “It’s like pulling teeth to get our partners to use it. “ “It’s too...read more