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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Think Like the Brand You Are
As you’re growing into the brand you want to be — and the leader you want to be — these insights help instill you with the kind of experience and good judgment that we’ve developed over years of experience. And it’s yours for free.
Why You Should Care About Amazon’s Pricing Controversy
About one month ago, the Wall Street Journal just reported that Amazon prices now exceed both Target and Walmart across comparable products, with sharp increases...
Tempted by Taylor Swift(nomics)? The Case for Caution for Professional Services Brands
More than 100 brands changed their social media logos to glittery orange when Taylor Swift announced her latest album. FedEx, Delta, Dunkin, a herd of others: all...
What 138 Years of Coca-Cola Teaches About Brand Consistency: A Professional Services Branding Guide
I recently recorded a podcast about Coca-Cola’s brand evolution, and something struck me as we discussed their 138-year journey: many professional services marketers...
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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...
Why I Am Never Going to HubSpot INBOUND Again
After returning from Boston where I attended HubSpot INBOUND 24, I've made a decision: I won't be going back. While the production value impressed me, the experience...
HubSpot INBOUND 24: Top Sessions, AI Insights, and ROI Tips for B2B Marketers
I walked into Boston's convention center for HubSpot INBOUND 24 with 12,000 other marketers last month, and I couldn't help but admire what HubSpot has built. Their...
Inside Out Marketing Aligns What You Say with Who You Are
It's easy to lose track of who you are in the maelstrom of life. We spend so much time reacting to things good and bad that we feel more like animals driven by instinct...