As a marketer and brander, I support good branding and argue for it when I can. One of the counterarguments is that branding doesn’t make any sales. I think this is true as far as it goes. Very few people will make a purchase solely on the basis of good branding. But, this isn’t the reason to do branding.
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We’ve all heard lots about the importance of return on marketing investment (ROMI) or marketing ROI (return on investment). To be sure, returns on investment are important. It’s how business even works. But, when applied to marketing, it’s a losing battle.
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This time, we have articles on professional services marketing and strategic execution. And a couple of news items. Check it out.
Strategic execution is seldom applied to marketing. In the first of a 2-part article, we discuss the theory of this relationship and learn why it’s important.
Professional Services firms have some unique marketing problems. We offer 4 tips for how you can improve your communications.
Seth points out that great logos are about the meaning derived, not from the logo itself, but from the company behind it. While that’s certainly true, it underestimates the role of design in a good logo.
Creating sales tools are one of the essential functions of marketing. Why, then, are they so bad?
There’s been a lot written and spoken about the relationship between marketing and sales. Too often, this relationship amounts to a battle for supremacy within a company with each side pursuing goals mostly unrelated to the other.
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