Your clients are pushing back on fees more than they used to. Repeat business feels less predictable. You’re seeing more client churn. Maybe employee turnover has...
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Cracker Barrel’s $262 Million Rebrand Catastrophe: Lessons for Professional Services Marketers
Cracker Barrel lost $262 million in market value between August and October 2024. The cause? A rebrand that ditched the rustic charm customers loved about the...
Trademarks 101: The Fence Your Brand Needs
You’ve built something worth protecting. Your firm has a reputation. Your team has developed methods and processes that work. Your clients appreciate your distinctive...
What Goodreads’ New Logo Teaches Professional Services Marketers About Brand Experience
Goodreads unveiled their new logo this summer. They’d used the same symbol for 20 years (two years before the iPhone was introduced). The response has been surprisingly...
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Before the Ink Dries: How Accounting Marketers Can Lead Through M&A
I’ve been through several merger and acquisition (M&A) deals and private equity investments over the years. As a marketing leader, these changes will impact your...
The Jaguar “Rebrand”: How to Alienate People and Lose Customers
After watching the Jaguar rebrand unfold, I have one question: When did depth charging your brand identity become a marketing strategy? Because what Jaguar unveiled...
Why 7UP’s Recent “Rebrand” Wasn’t (and What Authentic Rebranding Is)
After seeing 7-Up's recent rebrand, I have to ask: when did changing your logo and packaging become synonymous with rebranding? Because what 7-Up unveiled isn’t...
3 Ways That Branding BOOSTS your Business’s BOTTOM LINE
When professional services marketers talk about brand, they often focus on visuals, websites, and messaging. But many firm partners want to know a more fundamental...
Bag Charges and Brand Changes: Is This the End of the Southwest Brand?
The Southwest brand just abandoned one of its most distinctive promises after maintaining it for 60 years. The airline that built its reputation on "Bags Fly Free"...
The 3 Core Principles of AI-Assisted Brand Building
I've written extensively about AI in marketing, from questioning when professional services firms should trust AI content to outlining the Ten AI Use Commandments for...
Ten AI Use Commandments for Marketers: Protecting Your Brand’s Soul from AI Temptations
A few months back, I wrote about why AI won't save your B2B marketing. The post sparked a few conversations with some of my professional services marketer friends about...
The Business Development Super Weapon
A few weeks ago, I wrote about why I won't return to HubSpot's INBOUND conference. That article sparked an interesting conversation with Doug Hastings, a former...
When Should Professional Services Firms Trust AI Content in their Marketing?
I recently had a conversation with our creative team about AI content generation that made me think about what we risk losing in B2B marketing. While AI offers powerful...