Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand Experiences

118 visualizaciones

Publicado el

Unlike B2B or B2C peers, professional services organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building practitioners’ brands. This session, presented by Ryan Schulz and Kalev Peekna, examines how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience.

Kalev and Ryan use real examples to show how firms are using this approach to guide their content, thought leadership, events and digital strategies. The end result is a differentiated and memorable brand experience at every touchpoint.

Key takeaways include:

* An introduction to a new professional services brand model
* A discussion on how to implement the model in a practical and achievable fashion
* A deep dive into how practice areas, practitioners and marketers can embrace the framework
* Real-world examples of firms that have embraced this new model

Publicado en: Marketing
  • With our first class race consulting service, our members bring in more than £13,000 each month from betting and at least £160,000 per year! More info... ➣➣➣ https://url.cn/174vwt0Z
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • If you’re looking for a great essay service then you should check out ⇒ www.HelpWriting.net ⇐. A friend of mine asked them to write a whole dissertation for him and he said it turned out great! Afterwards I also ordered an essay from them and I was very happy with the work I got too.
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Sé el primero en recomendar esto

#1NWebinar: From PSO to PSB – A New Model for Creating Differentiated Brand Experiences

  1. 1. Presented by A New Model for Creating Differentiated Brand Experiences #1NWebinar: From PSO to PSB 25 June 2019
  2. 2. “I hire the professional, not the firm.” Every buyer, ever 2
  3. 3. Do people hire the firm or the professional? 3 Marketers want you to hire this.Buyers claim they hire this.
  4. 4. This is a classic example of what logicians call une question mal posée, which is fancy-pants for that is a terrible question. Here’s what’s wrong: You’ve asked the wrong person – Buyers can be remarkably bad at understanding their own behavior. You’re asking in the wrong context – It’s posed so abstractly that it’s inapplicable to the real-world. Substitute a specific professional or a specific firm, and you’d get different results each time. It’s set up in favor of one answer – No one ever “buys” a firm, company, or organization (This deserves some explanation). Une question mal posée 4
  5. 5. The Absurdity of Buying a Brand 5
  6. 6. Which do you buy? 6 or
  7. 7. Which do you buy? 7 Which Do You Buy?
  8. 8. How would you answer this question? Do you buy a specific detergent for your laundry, or do you buy any detergent from a specific company? How about if it’s worded like this? Do you generally prefer to select a specific detergent (according to the type of clothing, machine, scent, or other preferences)? Or do you prefer to simply purchase “Tide” with the assumption that any of it would work well? Do you really buy “brand basics?” 8
  9. 9. Which do you buy? 10 or
  10. 10. It’s a trick! There are 134 different types of Doritos: Which do you buy? 11 Doritos 1st Degree Burn Blazin' Jalapeno Doritos 2nd Degree Burn Fiery Buffalo Doritos 3D's Jalapeño & Cheddar Doritos 3D's Nacho Cheesier Doritos 3D's Texas Paprika Flavour Doritos 3D's Zesty Ranch Doritos 3rd Degree Burn Scorchin' Habanero Doritos After Dark Last Call Kebab Doritos After Dark Southern Fried Chicken Doritos Baja Picante Doritos Baked! Cooler Ranch Tortilla Chips Doritos Baked! Nacho Cheesier Doritos Bits Zero's Texas Paprika Doritos Black Pepper Jack Tortilla Chips Doritos Blaze Doritos Blazin' Buffalo & Ranch Tortilla Chips Doritos Blue Grilled Steak Doritos Burn Doritos Chilli Heatwave Doritos Collisions Blaze Ultimate Cheddar Doritos Collisions Cheesy Enchilada Sour Cream Doritos Collisions Chicken Sizzler Zesty Salsa Doritos Collisions Hot Wings Blue Cheese Tortilla Chips Doritos Collisions Pizza Cravers/Ranch Doritos Collisions Zesty Taco Chipotle Ranch Doritos Cool Ranch 100 Calorie Mini Bites Doritos Cooler Ranch Doritos Cooler Ranch Mini Go Snacks Doritos Corn Chips Cool Original Flavour Doritos Crunch Mix Nacho Cheese Doritos Crunch Nuts Cool Ranch Doritos Crunch Nuts Nacho Cheese Doritos Dinamita Chile Limón Doritos Dinamita Chile Limón/Cheetos Flamin' Hot Doritos Dinamita Fiery Habanero Doritos Dinamita Mojo Criollo Doritos Dinamita Nacho Picoso Doritos Edge Nacho Cheesier (low carb) Doritos Extreme Kickin' Chili Doritos Extreme Queso Grande Doritos Extreme Zesty Sour Cream & Cheddar Doritos Fiery Fusion Doritos Fiery Habanero Doritos Flamas Doritos Flamin' Hot Nacho Doritos Flavor Shots Atomic Chile Limon Doritos Flavor Shots Blazin' Buffalo Rush Doritos Four Cheese! Doritos Gold Peking Duck Doritos Gourmet Fried Chicken and Green Onion Sauce Doritos Gourmet Sausage Doritos Guacamole! Doritos Heat Wave Barbecue Doritos Heat Wave Chipotle Cream Doritos Honey Chili Doritos in orange bag (Israeli) Doritos in yellow bag (Israeli) Doritos Inferno Doritos Italiano Tomato & Cheese Doritos Jacked 3D Bacon Cheddar Ranch Doritos Jacked 3D Jalapeño Pepper Jack Doritos Jacked Enchilada Supreme Doritos Jacked Ranch Dipped Hot Wings Doritos Jacked Smoky Chipotle BBQ Doritos Jacked Spicy Street Taco Doritos Jacked Test Flavor: 2653 (Chocolate Chipotle Bacon) Doritos Jacked Test Flavor: 404 (Caribbean Citrus Jerk) Doritos Jacked Test Flavor: 855 (Spicy Street Taco) Doritos Jalapeño & Cheddar Doritos Jalapeno Cheese! Golden Toast Crackers Doritos Jumpin' Jack Cheese Doritos Ketchup Doritos Late Night All Nighter Cheeseburger Doritos Late Night Last Call Jalapeno Popper Doritos Late Night Tacos at Midnight Doritos Locos Tacos Cool Ranch Crunchy Taco Doritos Locos Tacos Nacho Cheese Crunchy Taco Doritos Megawhat Chilli Cheese Doritos Megawhat Salsa Doritos Mexican Hot Flavour Doritos Mexicana Doritos Mini 3D's Zesty Ranch Go Snacks Doritos Mix Blazin' Buffalo Explosion Doritos Mix Cheese Explosion Doritos Mix Taco Explosion Doritos Mr. Dragon's Fire Chips Doritos Nacho Cheese Doritos Nacho Cheese (Australian) Doritos Nacho Cheese 100 Calorie Mini Bites Doritos Nacho Cheesier Doritos Nacho Cheesier (Taiwan) Doritos Nacho Cheesier Mini Go Snacks Doritos Nacho Italiano Doritos Natural White Nacho Cheese Tortilla Chips Doritos Original Taco Doritos Pepper Bacon Doritos Pizza Supreme Doritos Pizza-La Curry Monterey Doritos Poppin' Jalapeno Doritos Queijo Nacho Doritos Ranchero Tortilla Chips Doritos Rings Grill Flavor Doritos Rollitos Cooler Ranch Doritos Rollitos Nacho Cheesier Doritos Rollitos Zesty Taco! Doritos Roulette Doritos Salsa Rio Doritos Salsa Verde! Doritos Salsa! Doritos Sizzlin' Picante Doritos Smokin' Cheddar BBQ Tortilla Chips Doritos Sonic Sour Cream Doritos Sour Cream & Onion Doritos Spice 2.0 Doritos Spicier Nacho! Doritos Spicy Sweet Chili Tortilla Chips Doritos Spirals Sweet Barbecue Doritos Stadium Nacho Inspired by EA Sports Madden NFL 11 Doritos Supreme Cheddar Doritos Taco Doritos Taco (Japan) Doritos Tailgater BBQ Inspired by EA Sports Madden NFL 11 Doritos Tangy Cheese Doritos Tapatio Doritos Thai Pepper Chicken Doritos The Quest Doritos Toasted Corn! Tortilla Chips Doritos Tortilla Chips Taco Flavor (retro bag) Doritos Unidentified Flavour Doritos Wasabi Doritos Wild White Nacho Tortilla Chips Doritos X-13D Tortilla Chips Simply Organic Doritos Spicy White Cheddar Simply Organic Doritos White Cheddar Tortilla Chips
  11. 11. So, what’s going on here? Do I buy Doritos or not? 12
  12. 12. $^%@#$@ !!^$$$$%@ #$$!#%^& (@!#$#@#13 When we ask someone, “do you hire the professional or the firm,” what we’re really trying to assess is the impact of brand. Too often, we avoid talking about brand. We treat it like a four-letter word. This hesitation happens because of a misunderstanding of how brands function. This is particularly true in the professional services space because brands operate differently in people-based, expertise-based organizations. We’re trying to talk about brand without using the word.
  13. 13. And Why They Really Do Matter 14 How Brands Work
  14. 14. Many people often have a very narrow vision of what a brand truly is. Its connection to core functions of the business and business strategy often feel opaque. Brand basics 15 Confidence in tomorrow Logo Tagline Colors
  15. 15. Many people often have a very narrow vision of what a brand truly is. Its connection to core functions of the business and business strategy often feel opaque. Brand basics 16 Confidence in tomorrow Logo Tagline Colors Creative Expression System
  16. 16. Brand is what people are saying about you when you aren’t in the room. So, what are they talking about? Essentially, there are three things that they are talking about. The big secret: brand is simple 17 Reputation Relationships Thought Leadership =
  17. 17. Brand is what people are saying about you when you aren’t in the room. So, what are they talking about? Essentially, there are three things that they are talking about. The big secret: brand is simple 18 = Failure to adequately frame the conversation surrenders your brand story to everyone else. Some levers are easier to control than others. Reputation Relationships Thought Leadership
  18. 18. Managing reputation is not about controlling the message. It’s about managing the experience of an organization. It has more to do with the corporate character of an organization (purpose, promise, persona, mission, vision, values, guiding principles, core beliefs, etc.). Developing corporate character is all about distilling and building personal belief in an authentic story that inspires people to act together. Brand is all about character 19 Relationships Thought Leadership=
  19. 19. Brand is all about character 20 “Character is like a tree and reputation like its shadow. The shadow is what we think of it. The tree is the real thing.” Abraham Lincoln
  20. 20. 21 In the B2B and B2C spaces, we often use the word brand interchangeably with the word "company" when referring to top performers.
  21. 21. Brand is the shorthand we use when talking about industry leaders, category definers, and high performers. Ultimately, we’re talking about core differentiators. “Brand” defined 22 • Performance • Value • Innovation • Product Development • Specialized Experiences • Luxury • Personal Experience • Values • Mission • Purpose • Etc.
  22. 22. Confidential 23 B2C and B2B brands accept and embrace this dynamic. They know name recall is worth its weight in gold. There is no substitute for being “top of mind.”
  23. 23. B2C and B2B brands typically experience dramatically inflated valuations due to “intangible assets” (brand). The real value of “brand” 24 https://martinroll.com/resources/articles/growth/branding-numbers-measuring-brand-value-equity-marketing-activity/ NYSE and NASDAQ +70%+50% - 75% Fortune 500
  24. 24. Innovative Change Averse Collaborative Difficult to Work With Trustworthy Shifty The professional services space is filled with “brand messages” built upon generic value propositions. We call it The Sea of Sameness. If no one would claim the opposite of an idea, chances are, the idea isn’t big enough to build brand on to begin with. High Quality Low Quality Responsive Slow to Reaction Team Player Selfish
  25. 25. Why is the professional services space like this? 27
  26. 26. Do we not care enough? Is it too expensive to brand? Is brand really just a four-letter word? Are practitioners truly afraid of brand? 28
  27. 27. 29
  28. 28. We know that there’s a little more to the story for professional services. 30
  29. 29. There are some structural differences that make “doing brand” more difficult for professional services. • Ownership structures present challenges. • Practitioners often own their own books of business. • Business Development and Marketing often serve different masters. • Brand requires a singular vision, from a singular leader. PSO pain points 31
  30. 30. What does “brand” actually do? 32
  31. 31. Brand drives revenue. • Shortens the sales process by framing your perspective. • Creates awareness because it makes you more visible. • Makes you sought out for reasons beyond simple conversion.
  32. 32. You can charge more for the same d*&# work. • There’s a reason solo practices don’t charge $1200+/ hr • There’s a reason solo practices don’t do the most impactful work. • There’s a reason solo practices aren’t the first to get a call.
  33. 33. Brand creates client stickiness. • Clients are attracted to more than just outcomes. • Branded touchpoints give clients value adds that can be differentiators in and of themselves. • It gives clients a bigger, better story to tell about your brand.
  34. 34. For good or bad, the firm takes the credit. • “No one ever got fired for hiring George” is not a thing. Sorry, George. • The firm is always a part of the story clients tell. • The reputation of a firm can (and almost always does) outlive lateral moves.
  35. 35. Brand attracts and retains talent. • Draws out like-minded laterals. • Can nurture new recruits and give them a sense of belonging. • Can offer a rallying cry that promotes cross-selling and collaboration; the holy grail. • Gives employees an additional reason to stick around.
  36. 36. People will actually want to work with you. • You won’t be at a loss to explain why “prestige” should matter to Gen Z. • Laterals want to calm clients by telling them they are headed somewhere good.
  37. 37. Brand in PSOs 39
  38. 38. 40 Things to keep in mind when bridging the gap between a PSO and a PSB
  39. 39. 41 Brand positioning needs to align with a brand’s actual experience. 1.
  40. 40. If you choose a client-friendly, easy-to-use brand positioning, and your actual client experience feels like a struggle, clients won’t buy it. Clients choose you based on your track record, but clients tell stories about you based on their experience. Aspiration needs to work in collaboration with reality. Authenticity meets aspiration 42
  41. 41. One of our clients prided itself on being “easy to work with.” They used it as a differentiator against coastal competitors. Which is probably why the firm’s leadership was surprised to hear the opposite from many clients – that it was, in fact, “difficult to use.” The problem? Invoicing was irregular, opaque, and confusing. The solution? Complete transparency and a new digital portal. The lesson? Brands cannot aspire beyond the experience they’re ready to deliver. Example: walking the talk on client experience 43
  42. 42. 44 There is a strong relationship between reputation and brand awareness. 2.
  43. 43. What shapes a brand’s reputation? 45 Thought Leadership Client Experiences The Results
  44. 44. A large, New York-based firm, who has a reputation for being a formidable opponent and a firm that helps to “create the law,” was starting to get the reputation amongst lawyers as being a sweat shop. In response, the firm leveraged PR tactics to help manage the brand and correct the story. Example: managing brand reputation 46 Reputation We work harder than others. We also care about people. We are the dynamic powerhouse. Stories and Proof (Results and Thought Leadership)
  45. 45. 47 Professional services brand architecture is different than in most other markets. 3.
  46. 46. A New Brand Model 48
  47. 47. Brand architecture 49 House of Brands Holding Company Branded House Master Brand Hybrid Approach Asymmetrical What most professionals think it is. What professionals think marketers think it is.
  48. 48. This is the first thing you want to pop into anyone’s mind. It might be some key differentiator, but it could be something arbitrary that is incredibly memorable. Building a professional services brand 50 Umbrella Brand
  49. 49. This is where you can create true differentiation by introducing a more complex value proposition. Not all practices are created equal. Be clear about your salient selling points, but make sure you have proof. Building a professional services brand 51 Practice/Discipline Brand Umbrella Brand
  50. 50. This is where your practitioners get to add their own personal brand and experience into the story. The trick is to get them to build off of the larger brand story. Building a professional services brand 52 Practice/Discipline Brand Practitioner Brands Umbrella Brand
  51. 51. This is where your practitioners get to add their own personal brand and experience into the story. The trick is to get them to build off of the larger brand story. Building a professional services brand 53 Lots of room for interpretation Practice/Discipline Brand Practitioner Brands Umbrella Brand
  52. 52. This is ultimately the only thing that really matters. These stories will be the thing that fuels your brand and the reputation you develop. Building a professional services brand 54 Lots of room for interpretation Client Experience Practice/Discipline Brand Practitioner Brands Umbrella Brand
  53. 53. A powerful reputational story that is easy to remember and easy to tell is a compelling business development tool. In the professional services space, reputation is everything. Building a professional services brand 55 Lots of room for interpretation Reputation Client Experience Practice/Discipline Brand Practitioner Brands Umbrella Brand
  54. 54. Let’s unpack that a little further. How do we build each layer? What’s in it? It all starts with a brand platform. Building a professional services brand 56 3. Persona The basis for the brand’s tone and voice. 2. Purpose The rationale for your existence; an internal rallying cry. 1. Positioning Why customers choose you. Your competitive edge. 4. Promise Client focused; often translated into tag-lines or a campaign. Essence/ Brand Idea The intangible way people feel about the brand.Client Experience Practice/Discipline Brand Practitioner Brands Umbrella Brand
  55. 55. For subsequent layers, we should focus on and extend specific parts of the platform. Practices should focus exclusively on differentiators and collaboration. Building a professional services brand 57 3. Persona The basis for the brand’s tone and voice. 2. Purpose The rationale for your existence; an internal rallying cry. 1. Positioning Why customers choose you. Your competitive edge. 4. Promise Client focused; often translated into tag-lines or a campaign. Essence/ Brand Idea The intangible way people feel about the brand.Client Experience Practice/Discipline Brand Practitioner Brands Umbrella Brand
  56. 56. If we build the other layers correctly, we allow practitioners to focus almost exclusively on their own differentiators (which is the thing they are often best at anyway). Building a professional services brand 58 3. Persona The basis for the brand’s tone and voice. 2. Purpose The rationale for your existence; an internal rallying cry. 1. Positioning Why customers choose you. Your competitive edge. 4. Promise Client focused; often translated into tag-lines or a campaign. Essence/ Brand Idea The intangible way people feel about the brand.Client Experience Practice/Discipline Brand Practitioner Brands Umbrella Brand
  57. 57. The client experience should almost always reflect a firm’s reputation, which is connected to the overarching Essence/Brand Idea. Building a professional services brand 59 3. Persona The basis for the brand’s tone and voice. 2. Purpose The rationale for your existence; an internal rallying cry. 1. Positioning Why customers choose you. Your competitive edge. 4. Promise Client focused; often translated into tag-lines or a campaign. Essence/ Brand Idea The intangible way people feel about the brand.Client Experience Practice/Discipline Brand Practitioner Brands Umbrella Brand
  58. 58. Meet ADVISAGE 60
  59. 59. Building a (hypothetical) professional services brand 61 ADVISAGE Let’s Meet Practice/Discipline Brand Practitioner Brands Umbrella Brand
  60. 60. Building a (hypothetical) professional services brand 62 Firm Practice Partner Client Experience Advisage Advanced Analytics Patricia Maker Firm Structure Showing you the way. Experience that sees around corners. Here are three ways that I have helped clients see around corners. Sample Framework ADVISAGE Practice/Discipline Brand Practitioner Brands Umbrella Brand
  61. 61. Building a (hypothetical) professional services brand 63 Where does this show up? Overall look and feel, firm narrative. Practice copy on the website, practice brochures, events, etc. Bio material, speaking events, pitches, proposals, press. ADVISAGE Firm Practice Partner Client Experience Advisage Advanced Analytics Patricia Maker Firm Structure Showing you the way. Experience that sees around corners. Here are three ways that I have helped clients see around corners. Sample Framework
  62. 62. Conclusion 64
  63. 63. Where to start 65 1. Take a closer look at how you stack up all three levels. 2. Identify advocates or champions internally at every level. 3. Find a trusted partner to help build and document the work. 4. Commit to the long path and actionable outcomes. Firm Practice Partner Client Experience
  64. 64. Thank you.

×