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...
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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.
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...
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Why AI’s Shortcomings Are Good News for Marketing Leaders
Tech innovations, like AI, come along every few years. The real question is, how will you leverage it—understanding the advantages and disadvantages of AI—to elevate...
Using AI for Content Creation to Produce Ideas that Matter
In marketing, authenticity builds lasting connections. This means creating content that matters to your audience. But what happens when we introduce Artificial...
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...