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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 struggle with brand consistency decisions about what parts of their brand should stay the same and...
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 chose an entirely new name and logo rather than building on existing firm equity. As someone who...
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 had expressed interest in spinning off a separate brand for his practice group. He wanted a different...
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