The relationship still matters – Why you’re not going to be replaced by a robot

The relationship still matters – Why you’re not going to be replaced by a robot

The professional service relationship, between the client and the practitioner, is a special one. Whether it’s a client’s financial freedom, their family’s livelihood, or their professional reputation, the stakes are high. The client needs to implicitly trust the professional service provider. This trust is built over time and can’t be easily replicated, and the human […]

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How to get employee activism working for you

How to get employee activism working for you

Progressive firms have recognised the importance of employee engagement for some time now. An engaged employee will act in a way that furthers your firm’s interests. We know that firms with high employee engagement levels have better financial performance. What is employee activism? Employee activism is a step beyond employee engagement. If employees are engaged, […]

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What’s in a name? – Who is Nike and why is it relevant for professional services?

What’s in a name? – Who is Nike and why is it relevant for professional services?

In Greek mythology, Nike was the goddess of speed, strength and victory. Also known as the Winged Goddess, Nike is most often pictured as having beautiful large wings. She flew around battlefields rewarding the victors with glory and fame, symbolised by a wreath of laurel leaves. She was worshipped because it was believed she could […]

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The new world of professional services

The new world of professional services

The good old days are gone. Post the GFC, professional services clients now expect a very different service. Increasingly sophisticated clients expect professionals to be more responsive and have a better understanding of their business and the commercial pressures they face. Service must now be truly client-centred and professionals need to be creative and empathetic. […]

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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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