In Professional Services Two Strong Brands Equal One Stronger Brand

In Professional Services Two Strong Brands Equal One Stronger Brand In the professional services category, which brand is more important? Is it the personal brand of the associate or the brand of the firm? The simple answer is both because they both represent important relationship connections with a client. The challenge is in the relative

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A Brand Opportunity Hidden in Plain Sight

A Brand Opportunity Hidden in Plain Sight If a marketer were handed a new brand to use in their marketing mix that wouldn’t impact their budget, how much would it increase the ROI of their marketing? What if a sales leader was given an innovative tool that would enable salespeople to build brand loyalty that

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LinkedIn – Personal or Corporate Brand Building Tool?

LinkedIn - Personal or Corporate Brand Building Tool? Four million new users a month! That’s a number that struck me during a recent conference call with a few marketing and sales executives from LinkedIn. (More on the call later.) The fact that LinkedIn has become the dominant business professional social media channel is conventional wisdom.

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Brand Affinity: Don’t Squander It

Brand Affinity: Don't Squander It Moving up the brand ladder. Step One: Brand awareness. Step Two: Brand loyalty. Top step: Brand affinity. Brand affinity – most companies want it, few obtain it. And some organizations are born with it and risk squandering it. Brand affinity is the most enduring and valuable level of customer relationship

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Creating a Tipping Point in Patient-Centered Care

Understanding a Healthcare Organization’s Patient-Centered Care Potential Every healthcare organization delivers on the promise of patient-centered care, to one degree or another.  Employees or teams consistently delivering the highest levels of care are motivated in part by a strong sense of personal alignment with their employer.  In essence these high performing caregivers believe there is

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The Inside Story of the Brand Building 80/20 Rule

The Inside Story of the Brand Building 80/20 Rule Marketing professionals’ perspective on brand is twisted which ties their brand- building ideas up in knots. This perspective shows its limitations when marketers attempt to convince senior management of the strategic importance of building a strong brand and of course providing more resources in support of

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