Professional Service organizations (law firms, healthcare organizations, banks and financial services, architects and the like) face a unique challenge: claiming a unique positioning in a highly competitive market full of “me too” brands. Nothing is more important to long-term business … Read More
Claiming brand differentiation can be difficult for professional service firms for a number of reasons:
Strong, resonant and impactful branding for nonprofit organizations is more important than ever, for the simple reason that competition for the time and attention of your audience members is growing increasingly fierce. We each endure a barrage of messages, … Read More
We are all familiar with the term “The Comfort Zone”.
It’s safe, it’s easy, it feels good. And it can be necessary to stay there for a while. Yet, as we all know, Richard Branson or Serena Williams wouldn’t … Read More
It’s a fact of life: we all interact with dozens of brands a day. From the brands of toothpaste or coffee we choose to the clothes we choose to wear to work, we’re swimming in brand choices and developing brand … Read More
In today’s competitive healthcare market, the importance of having a brand that communicates trust, safety and health is paramount. All three are essential – yet nonphysical – aspects of your healthcare brand’s equity, and all three can be established and … Read More
As with any business or organization, from time to time, it’s important for healthcare organizations and medical practices to check in on the health of their brands. Brand assessments are a natural, essential step in the evolution of any … Read More
In 36 hours, America will be knee-deep in Black Friday. There are many different ways to look at this event: minimalists and environmentalists may bemoan the excessive consumerism; businesswomen and men will wait with anticipation to see end-of-day sales; … Read More
No matter the size or scale of your business, ‘authenticity’ is an aspect of branding that’s important to consider in order to stay competitive in today’s modern market. Authenticity is a trendy marketing buzzword, but there’s good reason behind its … Read More
In his book The Brand Flip, Marty Neumeier (also author of the classic The Brand Gap) offers a concept that marketing strategists and executives, and really anyone who contributes to any experiential elements of any brand ever, should take seriously to heart. It’s … Read More
