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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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...
Measure Marketing (Correctly) with These B2B Metrics
Measurement spurs growth. It gives you the kind of information you need to test your assumptions and, ultimately, strengthen your marketing growth engine. But if...
You Are Remarkable: Here’s How You Prove It
You've invested in your firm's brand. You've defined your values, honed your personality, and crafted a compelling story. You're confident that your firm is remarkable....
How to Make Your Firm’s Marketing Actually Interesting (Without Going Crazy)
Blend in and get left behind. It sounds harsh, but in marketing, it's true. Your clients have more options than ever before, and they're not just looking for a firm...
Thought Leadership Tactics
Thought leadership makes you the expert. It establishes authority, credibility and influence in your industry. It transcends simply sharing information to position...
Captivate Your Audience and Cut Through the Clutter
Marketing thrives on attention. When you have it, and you deliver a good message, you win. Digital media gives us new ways to connect with people where and when it...