A deep dive into the difference between evolutionary and revolutionary rebranding, and what the best option is for you. Before you decide on a rebrand – ask yourself: why? Because, to rebrand requires a strong ‘why’. Working out your why/s will ensure you are clear on what you’re setting out to achieve. Which will, in…
read moreOn-demand directors have long been present within the marketing world (and elsewhere), providing companies and organisations with high-level expertise without the hefty price tag or commitment. Recently, another, rival term, has emerged: fractional director. This has become increasingly commonplace and, in some instances, appears to have taken over from the on-demand director. But what is…
read moreA specialist commands a higher price, greater loyalty and better referrals. With professional service firms and other service industries, where there may well be others who can claim specialist status this may be achieved via segmentation. First of all, a specialist commands a higher price due to scarcity value or perceived success rates. For…
read more“Values are like fingerprints. Nobody’s are the same, but you leave ‘em all over everything you do.” – Elvis Presley Company Values Make a Company Stand Out Many companies have come to understand the importance of having values but struggle to discover them. For this reason, they either do not list any at all…
read moreEveryone seems to have a hot take on AI, most of which being that it is a double-edged sword, but it doesn’t have to be if used as a tool instead of a crutch. What is Artificial Intelligence? Artificial Intelligence (AI) is different from other programs because it sorts and analyses data in order to…
read moreThe Role of a Marketing Director A Marketing Director’s duties Market insights and actionable strategies provided by a marketing director can be instrumental in driving a firm forward. The role of a marketing director, or CMO (chief marketing officer), is rapidly evolving and diverse. For ambitious firms looking to grow, having an experienced marketing…
read moreProfessional services marketing history Professional services marketing is relatively new, with the late 1980s being widely seen as the start point. Accountants led the way through to the 1990s when law firms, management consultants and surveyors joined in – really catching up by the turn of the century. Big Bang To understand professional services marketing,…
read moreWhat are company values?Company values are a non-financial descriptor of a business. They encompass the style and principles with which a company conducts itself. Establishing and communicating clear company values is becoming increasingly important and for many professional and financial services businesses, a key method of differentiation. Generally, businesses are waking up to this and…
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