Did you know your content ideas can give you monopoly power in your market? That’s because when you really know your audience, your content tells them what they’re thinking and then answers it directly, helping them to know how to think about a topic. And when they think about your topic in exactly the way you do, you win. But before you can connect, you have to listen. Today, I want to talk about how authentic branding, paired with an understanding of your audience, will activate relationships at the top of the marketing funnel, and all the way down. Remember, this all doesn’t have to happen ..read more

Accounting firms are all the same, right? Nerdy, dad-joke-telling professionals who drive sensible cars and wear beige suits to work every day. Unless they’re feeling saucy, in which case they throw caution to the wind and go with the branded polo. Of course, these accounting stereotypes come straight from the ’90s and, more recently, Parks and Rec. But the industry isn’t exactly doing its job in busting that myth. Most accounting firms: Claim to be “more than just accountants.”  Use blue and sometimes green in their branding.  All on a mission to come across as a little more human ..read more

Every brand gets its power from connecting with people and delivering on its promises. And that starts with internal branding. I’m taking inspiration from a conversation I had with David and Sam, where we emphasize internal branding: taking an internal focus before taking your brand identity to the world. We’ll explore why internal branding should be your first focus, the pitfalls of neglecting it, and how to implement it successfully within your team. By aligning your internal stakeholders first, you set the stage for a more cohesive and powerful brand presence in the market. https://youtu.b ..read more

Tech innovations, like AI, come along every few years. The real question is, how will you leverage it—understanding the advantages and disadvantages of AI—to elevate your performance? AI improves automation and efficiency. It can analyze data, generate content, and even interact with customers. And it’s tough for humans to match the speed and cost. But ultimately, AI only replaces you for routine and repetitive marketing tasks. Maybe it’s time we talk about all its shortcomings, and what you can do to rise above yet another “disruptive” technology innovation. I talked with Anait Zubia, former ..read more

In marketing, authenticity builds lasting connections. This means creating content that matters to your audience. But what happens when we introduce Artificial Intelligence (AI) into this equation? Can we really maintain authenticity while leveraging AI for content creation? To understand the topic better, Sam and I interviewed Anati Zubia a seasoned marketing professional with stints in tech startups and, most recently, Quora. What are the rules for using AI to bolster your marketing efforts? Here’s what came out of that conversation. https://youtu.be/lX7edQm6Qxw Remember Your Goal: Create Co ..read more

Mergers and acquisitions can ruin a B2B brand. Even the best-intentioned M&A can take a toll on a brand when rushed decisions lead to a lack of coordination in the culture and a timid approach to the market. I had a conversation with Jaimi Koechel who’s a veteran of both a firm rebrand and a B2B brand merger about how to execute a merger well, from a branding perspective. B2B Brand Mergers: 2 Views Firms take different views on M&As. Some see it as just an opportunity to expand, adding a book of business and making the firm’s strengths available to a wider audience and geographical are ..read more

Rebranding hardly ever happens in perfect conditions. But it’s those challenges that grow us into leaders who can push through and win. For example, in my Remarkabrand podcast conversation with former client Jaimi Koechel—an award-winning marketing director with deep experience in accounting firms—we covered branding for accounting firms, rebranding during transitions, and what a successful, inside-out brand build looks like.  Jaimi’s approach to demonstrating the value of branding to her firm’s partners reminded me of a few things. https://youtu.be/nfJdZkyioY4 Podcast Thoughts As I ..read more

If you know so much about it, why don’t you write a book?  Imagine being able to say: “Yeah, I did that… and here it is.”  Mic drop.  Here, in part II of taking your brand anthem to a thoughtful, well-developed book that demonstrates your expertise, I’m making the argument that every firm (including yours) should chase that feeling. Building on last month, when I made the case for writing a book with co-authors with the partners of your firm, and over a calendar year of recorded conversations, I’ve got more thoughts on the writing process itself.  But before I dive in, I’ll ..read more

If you know so much about it, why don’t you write a book?  Imagine being able to say: “Yeah, I did that… and here it is.”  Mic drop.  Here, in part II of taking your brand anthem to a thoughtful, well-developed book that demonstrates your expertise, I’m making the argument that every firm (including yours) should chase that feeling. Building on last month, when I made the case for writing a book with co-authors with the partners of your firm, and over a calendar year of recorded conversations, I’ve got more thoughts on the writing process itself.  But before I dive in, I’ll ..read more

“Do you have videos? Videos are the best! Oh you’ve got to have videos,” … said every SEO and marketing guy ever.  For the most part, and in a world that’s increasingly defined by phone screens, video uploads, and short, watchable content, I’m on board with that. Of course, I’m not talking about tapping your inner Hollywood director and going wildly off color—if you’re a highly-ranked law firm with a long standing reputation, would you really run a cheesy, late night T.V. commercial? Or if you’re a no-nonsense wholesale store, do you really want to post Tik Tok videos with customers getti ..read more