We introduce our new "In 5 Steps" episode format. In our pilot, we tackle the hairy challenge of creating a memorable solution architecture, so you don't have to hear a client say, "I didn't know you did that." after they hire your competitor instead of your firm.
Brand Strategy
Exploring how professional service firms can build a compelling, differentiated brand to enhance reputation and attract clients.
How to Approach ESG Marketing and Branding Successfully
ESG will strategically impact professional services firms. Here's how leaders can think about the ramifications to their firm's positioning, demand generation, and employer brand.
The Risks and Rewards of ESG Positioning
Environmental Social, and Governance (ESG) may not be the simple, straightforward trend you think it is. How you position your firm's relationship to each area presents rewards and risks to your brand and firm's performance. Have you defined the risks and rewards for...
How Will ESG Impact Professionals Services Brands?
In the great post-COVID reset, Environmental, Social, and Governance measures are moving front and center when accessing capital, proposing new business, and hiring talent. We discuss the strategic implications of ESG on firms and their brands.
Putting the Value Back in Value Propositions
What is a value proposition? Why do you need one? And, how do you develop one correctly?
Professional Services Taglines: Critical Asset or Waste of Resources?
Is there a "Just Do It" for the professional services world? Jeff and Jason explore the pros and cons of taglines in B2B marketing.
Naming. What is it Good For? An Interview with Laurel Sutton of Catchword
With many consumer names facing stark criticism, do professional services firms face naming risk? Jeff and Jason explore the topic with naming consultant, Laurel Sutton.
Brand Relevance. Does it Squash Innovation?
Understanding where your firm is relevant is critical to successful marketing. But, can it stop you from making bold business decisions?
The Importance of Great Design
What constitutes great design? Why does it matter? And, why should professional service firms care?
Dissecting the McKinsey Rebrand from the Outside
McKinsey & Company recently underwent a rebrand. While the changes they made may be subtle, the reasons for them are important. Jason and Jeff share their (somewhat opposing) opinions on the choices they made.