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marketing strategy – the only constant is change

I for one dislike cheesy management ‘guru’ statements. My least favourite is ‘don’t work in your business work on it.’ So concise, so easy to say, so wise but how to do it? No matter, ‘change’ the eternal challenge to the marketing profession, is very much on the agenda. Why? Well there are some pretty…

The Super Seven Professional Services Marketing Tips

Ok this is a bit of fun. But what are the ‘Super Seven’ factors of good professional services marketing ? How about these. 1. Define your market, identify niches and stick to them. 2. Be willing to say no. Don’t try and serve everyone. 3. Thought leadership. This is a knowledge driven sector after all….

3 Things Google’s Digital Garage Get Wrong.

I must confess that I have been meaning to write about this for a while now, but I have had a dilemma. I would never want to put anyone off from learning new skills or gaining knowledge. But it’s worthwhile considering these three points before getting in to the 89 lessons that Google’s Digital Garage…

Marketing Planning – an aid to integrated thinking

Building a marketing plan can be a daunting prospect. Whilst a plan may take on monumental proportions in large corporates in smaller organisations this need not be the case. If there is no formal business plan in place then it is well worth deploying some strategy tools. These help determine the competitive context of the…

The Key Role of Trust in Professional Services Marketing

High value professional services are tricky things. You can rarely trial them prior to consumption; by definition they are likely to be expensive (yet could offer great value) and often they are intangible. Given this, they are difficult things to sell or market. Central to the challenge is an absolute requirement to establish trust in…

Professional Services Branding

I have been involved in numerous professional services branding evolution or re-branding projects. When operating as Head of Marketing in a FTSE company we went from a decentralised holding company of about 100 brands to a more centralised entity sharing a common brand identity. The change was challenging, not from a marketing or communications perspective…