Investment in a firm’s brand is an essential pre-condition for growth

Marketers know that branding is a long-term process that can increase loyalty from existing clients, raise the visibility of a firm’s services, improve trust and credibility for repeat sales and recommendations, and improve recognition with potential new clients for new and existing services.

However, many partners at professional services firms view brands as an intangible and potentially risky expense. This perspective is grounded in a preference for quantifiable, short-term returns and a fundamental distrust of the “soft” metrics commonly associated with branding and marketing.

An evidence-based approach is most likely to convince sceptical partners.

Our presenter, Ruxandra Radulescu, uses neuroscience to show that favourable reactions to familiar brands are not driven by rational thought but by a mix of subconscious processes that reduce cognitive effort and trigger positive emotions.

This response is rooted in the brain’s natural preference for predictability and safety, which is linked to established memory associations. Further, the brain’s preference for efficiency and its reliance on ingrained mental shortcuts means that the response to a familiar brand will be almost automatic.

Interested to learn more? Please join your peers for an interactive workshop, to be conducted in Spanish.

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