Thought leadership strategy

Does a firm-wide thought leadership strategy even matter? Absolutely, particularly if your firm spends heavily on thought leadership and decentralizes content creation and marketing. For years, companies have launched thought leadership marketing programs without an overall plan guiding their content initiatives. In fact, less than a quarter of companies doing content marketing have a “highly […]

Trademarking a word or phrase to promote a professional firm’s service is an exercise in futility. It may even be counter-productive. Should a professional services firm trademark a marketing slogan? While I’m not a lawyer, I believe that practically speaking, trademarking (more accurately, service marking, the term used to secure the naming rights to a

I have talked to numerous people who were initially moved by an article, presentation or book to ultimately buy the services of the firm behind it. These five things moved them from interest to inquiry. Many definitions of thought leadership are floating around on the Web. (I’ll have an updated version shortly.) And people opining about

Beyond the consulting sector, lots of companies in other industries are clamoring to be thought leaders. Here’s why. We consider the formal practice of thought leadership marketing to have begun in the management consulting industry exactly 50 years, when McKinsey & Co. published the first issue of its venerable journal, McKinsey Quarterly. Since then many