Professional services Differentiation, Positioning and Branding

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Get serious about valuing brand equity

In filing papers to run for the US presidency, Donald Trump claimed that $3.3 billion of his $10 billion net worth is related to his brand equity.   Journalists and news organizations immediately began picking apart this claim. They had no trouble proving the value of his skyscrapers and golf courses, but they found his

Three trends in 2014 for professional services branding

One of the modules in our upcoming November 2014 Professional Services Leadership Initiative will be Global Branding. Check out my newest video about three trends I observe about professional services branding for 2014.   The first trend is the way brands are impacted by technology. Increasingly, professional service firms must manage the consistency between the digital and

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