Brand tracking is more than a marketing metric. It is the key to unlocking sustained investment in brand building, says Graham Archbold.
A billboard with artfully curated imagery, a clever strapline, and your firm’s logo in the corner. A laser-targeted digital campaign that buyers can’t seem to escape. Etching your firm’s name in bold type onto the local football stadium.
To most partners in professional services, these are baffling indulgences. None have heard of Byron Sharp or John Dawes, let alone taken a Mark Ritson course. Explaining the rationale for brand investment is less like herding cats and more like teaching them algebra.
And yet, the tide is turning. Professional services marketers are securing budgets for brand promotion that would once have been unthinkable. What’s the secret?
Log in to read more
