Accounting firm rebrands hardly ever happen in perfect conditions. But it's those challenges that grow us into leaders who can push through and win. For example, in my...
Articles
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 Strong Relationships Mean Great Business for Professional Service Brands
When someone is only after the sale, you can usually tell. But if someone you do business with slows down and takes the time to build a relationship, that’s saying...
Write a Book Using Your Content Strategy, Part II
If you know so much about it, why don’t you write a book? Imagine being able to say: “Yeah, I did that... and here it is.” Mic drop. Here, in part II of taking your...
Write a Book Using Your Content Strategy, Part I
As we all know, there’s more than one way to get your firm’s brand out into the world. Traditional content strategy with a website, ad campaigns, articles, social...
Reach Your Brand’s Audience. Use Story.
How do you truly connect with your brand's audience? Through story. Great stories stick with us...and the reason why is no great mystery. They resonate. From Star Wars...
Keep Your Team Focused with KPIs
https://youtu.be/mx1wEPkoeTA It sucks to have to manage your team closely, especially when most good people want to grow. So how do you let them know why they’re here,...
How to Tell a Remarkable Brand Story
This is it, remarka-fans. How to tell a remarkable brand story This month, I’m cutting right to brand story—the heart of a brand’s posture toward the world and its...
Simplify Marketing Management
Marketing is simple, but it can feel complicated with all the BS you have to cut through. Let me simplify the checklist for a coherent strategy. Because if you...
The Power of a Great Brand Metaphor
There’s any number of highbrow ways to kick this article off. Where to start? In going with a splendid example of a no-frills metaphor, I’m torn between: William...
Tell a Better Brand Story by Embracing Your History
Unless you work in the candy industry, you probably didn’t know that M & M's only became a household name after selling their candy-coated chocolate exclusively to...
The Importance of Location in Brand Story
Here’s our elevator pitch—Star Trek on a pirate ship. Same cast. Same plotlines… but instead of the outer reaches of Deep Space Nine, everyone’s cruisin’ around the...
Everything Managers Need to Know about Analytics in 4 Steps
We're taught to look at analytics wrong. We think we need to be able to drink from a firehose and still make confident decisions about what to do with the analytics...
Using Brand Archetypes to Build a Consistent Personality
If you watch a popular movie or read a best-selling book with your brain turned off, you’ll probably get some déjà vu. Whether it’s following the hero’s journey, or...