Is the client buying you or the brand?

Is the client buying you or the brand?

For as long as I’ve been marketing professional services this question has been one of the most fiercely debated. Does the client buy the anticipated relationship with the practitioner, someone they need to trust implicitly and actually enjoy working with, to get the best results? Or, do they need the name of a Big 4 […]

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Thought Leadership Versus Content – What is the Difference?

Thought Leadership Versus Content – What is the Difference?

These days the terms ‘thought leadership’ and ‘content’ are used almost interchangeably. What is the difference? Marketers of professional services (traditionally legal, accounting and engineering services) have been using ‘thought leadership’ as a strategic profiling, brand building device for decades. These days, as we market professional services firms, B2B, and B2C companies, we talk about […]

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What is digital marketing in professional services?

What is digital marketing in professional services?

Everyone’s talking about digital marketing. Turning data and online activity into sales. Driving traffic to a website to sell a product or service. What does this mean for professional services? Is it worth spending valuable time and money on developing digital marketing capabilities? In traditional accounting, legal and engineering firms can we really turn our […]

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Employee engagement = Brand engagement

Employee engagement = Brand engagement

According to Wikipedia “Customer engagement (CE) is an effect, a reaction, a connection, a response and/or an experience of customers with one another, with a company or a brand”. The key word is “connection”. It’s all about connection. You want your clients or customers to connect with your brand. In B2B, and also in B2C, […]

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How leadership can increase brand engagement

How leadership can increase brand engagement

Companies spend a huge amount of time and money on building a strong brand, but often fail to recognise their most valuable brand ambassadors, their people. Building a strong brand, regardless of the industry you’re in, requires a strong connection between the employee’s sense of purpose at the organisation and the brand aspirations of that […]

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Leading with Empathy: Why do we Still not Believe?

Leading with Empathy: Why do we Still not Believe?

A lot of people when they hear the word “empathy” in a business context still think of it as soft, somehow lacking authority and conviction. That leaders who have empathy for the people they lead aren’t making the difficult decisions or commanding the appropriate respect. We now have conclusive evidence this is not the case. […]

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Building a B2B Brand: Why Culture is Critical

Building a B2B Brand: Why Culture is Critical

Strong brands are built over time. These days, we are much more conscious of brand equity, so we are able to plan for, and intentionally create, a brand identity, a brand’s voice and perceived value in the market. Most dictionary definitions of “Brand” go something like this: – a category of products that are all made […]

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