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...
Articles
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.
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...
Our Book Is Here!
Become a better marketer or business owner by unlocking the power of authentic branding.
Resound Newsletter
Get industry-leading branding and marketing insights delivered to you monthly.
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...
The Business Development Super Weapon
A few weeks ago, I wrote about why I won't return to HubSpot's INBOUND conference. That article sparked an interesting conversation with Doug Hastings, a former...
When Should Professional Services Firms Trust AI Content in their Marketing?
I recently had a conversation with our creative team about AI content generation that made me think about what we risk losing in B2B marketing. While AI offers powerful...
Why I Am Never Going to HubSpot INBOUND Again
After returning from Boston where I attended HubSpot INBOUND 24, I've made a decision: I won't be going back. While the production value impressed me, the experience...
HubSpot INBOUND 24: Top Sessions, AI Insights, and ROI Tips for B2B Marketers
I walked into Boston's convention center for HubSpot INBOUND 24 with 12,000 other marketers last month, and I couldn't help but admire what HubSpot has built. Their...