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...
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Think Like the Brand You Are
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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...
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B2B Brand Merger: Lead Your Firm through the M&A Process
Mergers and acquisitions can ruin a B2B brand. Even the best-intentioned M&A can take a toll on a brand when rushed decisions lead to a lack of coordination in the...
What You Need to Know to Write a Persona for Professional Recruiting
Marketing is concerned with finding an effective meeting place between you and your customer. From a recruiting standpoint, the same principle applies. It's a question...
What Every Accounting Firm Should Know About Branding
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...
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...
Capture Your Brand Anthem with Video
“Do you have videos? Videos are the best! Oh you’ve got to have videos,” … said every SEO and marketing guy ever. For the most part, and in a world that’s increasingly...
Pros and Cons of the Letterless Brand Mark
The Nike Swoosh. The Golden Arches. The Instagram camera. If you stop and think about it, you’d probably find that many of the big name brands you see, or interact...
Don’t Just Write Monthly Posts. Write a Book.
If your company writes a book, it’s a sign that your thoughts and processes are time-tested and organized. Because anyone who can talk deeply enough about a topic to...