Most professional services marketers watch big consumer brand rebrands from the sidelines. They assume those lessons don’t...
Authentic Marketing
Your Firm Is Remarkable (You Just Need to Find Out How)
Many professional services marketers struggle to set their firm apart from other firms. You all do audits. You all handle...
Brand Discovery: Is Your Firm Suffering From a Bland Brand?
Your clients are pushing back on fees more than they used to. Repeat business feels less predictable. You’re seeing more...
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....
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...
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...
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...
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...
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