Creating and promoting an expertise-driven brand

Abstract

This paper explores the unique challenges professional services firms face when promoting their expertise-driven brands, and presents research-based strategies to strengthen these brands. To demonstrate these strategies, the authors share a case study of a successful branding initiative at their own firm. They explain how the firm embarked on a nine-month process to overhaul its content strategy, and the demonstrable results that this effort produced. Readers will gain insight into how to re-examine their current marketing programmes with a fresh eye and improve them using proven methods.