Your clients are pushing back on fees more than they used to. Repeat business feels less predictable. You’re seeing more...
Branding
Cracker Barrel’s $262 Million Rebrand Catastrophe: Lessons for Professional Services Marketers
Cracker Barrel lost $262 million in market value between August and October 2024. The cause? A rebrand that ditched the...
Trademarks 101: The Fence Your Brand Needs
You’ve built something worth protecting. Your firm has a reputation. Your team has developed methods and processes that...
What Goodreads’ New Logo Teaches Professional Services Marketers About Brand Experience
Goodreads unveiled their new logo this summer. They’d used the same symbol for 20 years (two years before the iPhone was...
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...
Private Equity’s Accounting Takeover: What Professional Services Marketers Need to Know
Another week, another massive private equity deal in the accounting industry. This time it’s Sorren, a brand new firm...
Why Creating a Professional Services Firm Sub-Brand Is Usually a Terrible Idea
… and the one scenario where it might actually make sense An accounting firm marketer recently contacted me about a...
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...
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