Goodreads unveiled their new logo this summer. They’d used the same symbol for 20 years (two years before the iPhone was introduced). The response has been surprisingly...
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Why You Should Care About Amazon’s Pricing Controversy
About one month ago, the Wall Street Journal just reported that Amazon prices now exceed both Target and Walmart across comparable products, with sharp increases...
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. FedEx, Delta, Dunkin, a herd of others: all...
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 journey: many professional services marketers...
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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 created from merging 13 or 14 companies. They...
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 sub-branding question. One of her firm’s partners...
Before the Ink Dries: How Accounting Marketers Can Lead Through M&A
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...
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...
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...
Ten AI Use Commandments for Marketers: Protecting Your Brand’s Soul from AI Temptations
A few months back, I wrote about why AI won't save your B2B marketing. The post sparked a few conversations with some of my professional services marketer friends about...