Professional Services Branding

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…

3 Things Every Successful Law Firm Website Must Do

What makes a great website? It depends who you’re trying to reach.

Sure, accessibility on all devices is a clear priority (we’ve previously written about responsive web design as a compelling solution). But today, the success of a firm’s website really depends on the needs of the intended audience: if you’re…

Identity Issues: New Research Explores Brand’s Role in Management Consulting

Though consolidation is nothing new in management consulting, the industry has been going through critical shifts over the past few years as firms broaden the scope of their offering (often through acquisitions) to meet increasing demand for technology and digitization. As brand strategists, we’re always interested in studying the role of brand in B2B…

Finding Your Content Niche From Within: The Opportunity for Professional Services Brands

What do professional services firms and media companies have in common? In one word: Content.

It is impossible to ignore the increasingly important role that content is playing in B2B marketing, especially for professional services brands. In a world inundated with information, professional services firms that are able to deliver valuable, relevant content in compelling…

To Drive Growth, Benefits Consultants Must Rethink Their Brands

The benefits consulting industry is at an interesting inflection point: with the unrolling of the Affordable Care Act and the extension of services to include private health care exchanges, the sector is rapidly expanding, growing in both size and complexity. From a brand strategy perspective, this creates an interesting challenge, and opportunity. After all, firms…

Professional Services Marketing 2014: Best Content of Q1

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

3 Surprising Hiring Rules from Powerhouse Recruiters
Professional service brands are built on reputation, relationships…

The Brand Influence Guide: Management Consulting Survey Launch

As brand strategists, we are always interested in studying the role that brand plays in industries going through change. Management consulting is one such industry going through a critical transformation. Over the past few years, the consulting industry has witnessed incredible shifts as firms have re-defined themselves beyond traditional strategy consulting services, broadening the…

Branding for Keeps: Using Your Brand to Recruit and Retain Top Talent

Professional services brands are built on reputation, relationships, and intellectual capital. That is to say, a professional services firm’s brand is largely based on its people. This is especially true in management consulting, where employees often act as the primary communication channel to customers and prospects.

It’s somewhat counter-intuitive then that the…

First Things First: Why Brand Strategy Must Come Before Marketing Strategy

For many professional services firms, international expansion, especially in emerging markets, represents the greatest opportunity for growth.

Accounting Today recently published an interesting article pointing to different approaches that firms are taking to connect with international prospects – joining the right networks and associations, incorporating new services onto a company’s website, and leveraging social networks…

Billing Backlash and the Value of a Differentiated Law Firm Brand

The legal services industry is going through an important inflection point. Changes in the industry’s fundamental competitive environment, brought on by a surplus of talented lawyers and reputable law firms; a resurgence in client resistance to “generous” legal fees; and the rise of new technology, including legal analytics software that brings an unprecedented level…

Expand with Brand in Mind

We recently came across an interesting article in Accounting Today that examined the expansion of accounting firms, noting specifically the growing trend of “expanding any way you can” across vertical and geographical markets. The industry as a whole seems to be following this strategy, as firms adjust their business strategy – offering new services, acquiring new…