Monthly Archives: June 2011

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Professional service firms: A famous partner’s name should stand for something more than that partner

In this post, I summarized an article by an author who advised professional service marketers to focus their marketing efforts internally (and not to clients “externally”) to a law firm’s partners. My recent posts have featured comments from top tier professional service firm CMOs (none of which are law firms). One argued that PSF clients

Professional service firms: private firm partners have outmoded mindsets about branding

In this post, I summarized an article by an author who advised professional service marketers to focus their marketing efforts internally (and not to clients “externally”) to a law firm’s partners. My recent posts have featured comments from top tier professional service firm CMOs (none of which are law firms). One argued that PSF clients

Professional service firms: brand investments must extend beyond an internal focus

In this post, I summarized an article by an author who advised professional service marketers to focus their marketing efforts internally (and not to clients “externally”) to a law firm’s partners.  My recent posts have featured comments from top tier professional service firm CMOs (none of which are law firms). One argued that PSF clients

Professional service firms: don’t let partners dominate client relationships!

In this post, I summarized an article by an author who argued that PSF marketers should focus only on individual brands – those partners and rainmakers of a law firm. The article’s points stimulated comments from a number of top tier professional service firm CMOs (none of which are law firms). In my most recent

Professional service firms’ institutional brands ARE important

In my last post, I summarized an article by an author who argued there are differences between an institutional law firm brand and the individual brands of its partners. The article’s points stimulated comments from a number of top tier professional service firm CMOs (none of which are law firms). Here’s one. "Like many a

What a brand means, and doesn’t mean, in professional service firms

In March 2011, John Hellerman (Hellerman Baretz Communications LLC) authored an article, “5 Marketing Lessons from Howrey’s Graveside.” In the piece, he made some observations about the brand identity of a defunct law firm. In this post I will summarize his five key points. In my next few posts, I will feature observations from CMOs