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Professional Services Branding


Is Simple Always Smart?

A leading energy consulting firm had a proprietary methodology for significantly reducing energy costs (think seven-figure savings, each year). Though the company’s proprietary solution was extremely powerful, it was communicated in such a seemingly straightforward manner, that many prospective clients thought – mistakenly –they could build a comparable energy-savings program on their own…


Audio Whitepaper: Professional Services Branding

You’ve heard these statements from professional services firms before: “We are committed to meeting client needs,” “We have deep industry expertise,” “We have a culture of transparency and trust,” These statements might be true, but they are also completely forgettable. They do nothing to make the firm stand out.

Finding a unique brand position…


Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing hand-on, high-touch, over-the-top customer service. Branding around this level of service was a no-brainer, right? Well, maybe not. The company was preparing to go public. High-touch service is a…


What Comes First: Brand or Culture?

It’s the classic chicken or egg. What comes first: brand or culture? Leadership teams often ask us this very question during rebranding initiatives. While there is no one-size-fits-all answer, there are two critical questions that any leadership team must answer to understand the optimal relationship between brand and culture in their…


Branding for the Next Billion: What Got You Here, Won’t Get You There

Have you ever put on a favorite sweater or jacket, looked in the mirror and thought, with a sinking feeling, It’s just not working for me anymore? The garment’s the same. It’s you that’s changed.

So it is with a brand. The brand that got your company to its current level…


Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…


Are You a Thought Leader or a Thought Follower?

This was the question raised in a recent Forbes articles. And it’s an important one, especially for professional services firms for which “thought leadership is one of the most powerful methodologies for generating new business opportunities.” Talk about ROI! It’s no wonder professional services firms have collectively become content powerhouses.
The Content Conundrum…


Have You Outgrown Your Acronym?

“What Does It Stand For?”
This was the question that plagued our client, a global consulting firm that had recently completed a series of transformational acquisitions. It was a question employees received anytime they met a new prospect or told someone where they worked. The company’s name was an acronym that stemmed from the…


From Employee to Brand Ambassador: Maximizing the Value of the Professional Services Brand

We recently published a whitepaper that examines how professional services firms can leverage the power of branding to stand out in an increasingly competitive industry. It’s fairly comprehensive in covering the process of building a solid and differentiated brand, from conducting internal and extensive research to identifying core brand attributes and developing a positioning…


Brand Behavior: Does Your Company Walk the Walk?

Picture this. You’re sitting at your desk flipping through a small stack of mail. Most of it is publications, but there are a few direct mail letters, and one is from a bank. You recognize the name: they’ve just bought your business bank and you pass the building with the new, prominently displayed…


Brand Influence Guide: Management Consulting

What Is the Role of Brand in Management Consulting? Research Highlights from Industry Study from desantisbreindel
In recent years, management consulting firms have continued to broaden the scope of their offering, often through acquisitions, to meet the increasing demand for technology, digitization and implementation vs. traditional strategy consulting services. In partnership with the Association of…


Closing the Knowledge Gap: The Unifying Power of a Corporate Brand

One logo does not always translate to one cohesive brand. One of our clients, a global management consulting firm, learned this first hand. After a series of acquisitions and internal restructuring, management was focused on creating a “one firm” mentality, hoping to create synergies across a diverse array of practice areas that would lead to…


Everyone’s Doing It: How Can Your Content Marketing Stand Out?

Recently, we examined the increasingly important role that content is playing in B2B marketing. Unfortunately, the growing popularity of content as a marketing tool has led to one of its challenges: now, everyone is publishing and distributing content, including the biggest firms across professional services, financial services and technology, who have entire departments dedicated to…


The Company on the Couch: What Branding Reveals About an Organization

We recently rebranded a $20 billion institutional asset management firm.  The client had been spun off from a much larger parent company and was looking to a new brand to ramp up its close rate with prospects.  Our research with clients and prospects (and several institutions that had chosen not to hire our client) uncovered…


Blurred Lines: As Technology and Consulting Merge, Is Your Brand Still Relevant?

The traditional lines between technology and management consulting are blurring. And consulting firms of all sizes are trying to keep up, broadening the scope of their offering (often through acquisitions) to meet the increasing demand for technology solutions and services.

It was in this context that we examined the role of brand in the management…


Can a Bad Name Turn Good Again?

A few months ago, we asked “What’s in a name change?” SAC Capital, hoping to distance itself from scandal, had just become Point72, prompting discussion of what circumstances make a name change advisable. So when we noticed the revival of a familiar-sounding Andersen Tax, we were immediately intrigued. You may remember the name…


Professional Services Marketing 2014: Best Content of Q3

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, interviews and insights related to financial services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

Why Reviving the Arthur Andersen Brand Isn’t As Crazy As It Sounds
Arthur Andersen…