One of the modules in our upcoming November 2014 Professional Services Leadership Initiative will be Global Branding. Check out my newest video about three trends I observe about professional services branding for 2014.
The first trend is the way brands are impacted by technology. Increasingly, professional service firms must manage the consistency between the digital and in-person manifestations of their brands. Plus, they must manage this consistency across an array of digital channels, including web, mobile and numerous social media.
The second trend is brand globalization, in which professional enterprises must manage their brand identities across varied cultures, languages, and geographies. Global brand management is also complicated when professional firms merge with or acquire other enterprises. This situation brings up issues regarding brand architecture, and naming, too!
The third trend relates to professional service marketing leaders’ growing interest in determining the brand’s value to the enterprise.