Brand strategy, positioning and the softening of professional services

We’re working on re-positioning an ambitious mid-tier professional services firm and have had to mark the “people – relationship – partnership – human” space as completely off-limits.

There is simply no room to maneuver there.  It is densely occupied.   Everyone is so people focussed, human and collaborative that, by golly, we may well have to advise people to go back to making more of their QUALITY and PRODUCTS / SERVICES.  Do the “hand over the logo” test and The Big 4 and Magic Circle pretty much fail.

On the other hand, we’ve recently helped reposition an aerospace/engineering company and the reverse is true.  It’s all jet engines and radar towers.  So we’re moving them into the people space.

I love this job.


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