In partnership with the Association of Management Consulting Firms (AMCF), the Brand Influence Guide for Management Consulting (BIG:MC) examines how management consulting firms are leveraging brand as a business asset. See more at http://www.desantisbreindel.com/big/management-consulting/
A Brief Introduction to The Strategic Offsites GroupBob Frisch
A thumbnail overview of The Strategic Offsites Group, the world's leader in the design and facilitation of strategy offsites for executive leadership teams and Boards of Directors.
A Brief Introduction to The Strategic Offsites GroupBob Frisch
A thumbnail overview of The Strategic Offsites Group, the world's leader in the design and facilitation of strategy offsites for executive leadership teams and Boards of Directors.
Research has shown that consumers increasingly want organisations to demonstrate a purpose beyond profit. And so after decades during which the dominant dogma focused on maximising shareholder value and short-termism, many CEO’s are now trying to achieve more. This article explores the business case for purpose and discusses a methodology for CEO’s to activate purpose within their organisation and profit in the process.
Strategic Partnerships for Business GrowthJeff Eddings
Growth for your startup can come in many ways. Strategic partnerships with larger, more established companies are one of those ways. Leverage partnerships to accelerate growth build your business.
The Future of the Client Agency Relationship - A presentation by Hall and Par...The_IPA
in 2015, the IPA commissioned research on the future of how agencies work with their clients. The findings were presented at the IPA Commercial Conference. They discuss the development of a shared agenda to rebuild trust and explore concepts around communications and customer experience.
Thought leadership: winning the battle for attention in B2B technology marketingDamo Consulting Inc.
Thought leadership is the fastest growing spend category in content marketing today. Here are some best practices to get the most out of your investments in thought leadership marketing.
http://www.trinityp3.com/
The role of marketing is increasingly complex and diverse and will vary greatly from organisation to organisation. How marketing is positioned within an organisation will impact greatly on how it is structured. This is a range of different strategic positions for marketing and the considerations and structures. There are some basic positions for marketing within an organisation based on the role marketing is to play within that structure. These positions are detailed with the considerations and strengths and weaknesses.
RESULTS.com is widely recognized as having one of the best strategic planning templates in the world.
In this 90 minute online workshop with our Head of Strategy, Stephen Lynch, you’ll learn our best practices to create your one page strategic plan.
Working with thousands of clients, we’ve learned what works and what doesn’t in the real world when it comes to creating and executing business strategy. It’s not about filling in a planning template, it’s about making wise strategic choices that will set your organization up for future success, and cascading your decisions down to every role to align and focus your team.
The Brand Influence Guide for Asset Management (BIG:AM) aimed to understand how effective asset managers are in communicating a differentiated value proposition to the marketplace, and if, and how, firms are leveraging brand to connect with the audiences most critical to their success. DeSantis Breindel, a B2B branding and marketing agency in NYC, partnered with the Institutional Investor Institute to get perspectives from asset managers, investment consultants and institutional investors. See more at: http://www.desantisbreindel.com/insights/branding-in-asset-management-new-research/
Strategies in Corporate Communications: Fostering a Collaborative Culture in ...Greenfield/Belser Ltd.
Strategies in Corporate Communications: Fostering a Collaborative Culture in the Partnership Ranks
No question about it: culture is defined by the leadership of the firm. But if collaboration is a hallmark of the firm's culture, communications can play a large role in energizing collaboration. This session offers three valuable strategies to help facilitate clear, effective communication and foster creativity between law firm partners. Our presenters will address:
• The Vampire Syndrome: Killing Off Deadly Communications Permanently
A step-by-step program to remove impediments to collaboration that include dreadful practice descriptions, chilly biographies, pale internal updates and bloodless newsletters
• Beyond the Drum Circle
Creative ideas that foster and sustain collaboration.
• What's Your Partner's Elevator Pitch?
How to enable lawyers to "sell" one another through collaborative learning.
Facilitators:
Burkey Belser, President, Greenfield/Belser Ltd.
Joe Walsh, Principal, Greenfield/Belser Ltd.
Research has shown that consumers increasingly want organisations to demonstrate a purpose beyond profit. And so after decades during which the dominant dogma focused on maximising shareholder value and short-termism, many CEO’s are now trying to achieve more. This article explores the business case for purpose and discusses a methodology for CEO’s to activate purpose within their organisation and profit in the process.
Strategic Partnerships for Business GrowthJeff Eddings
Growth for your startup can come in many ways. Strategic partnerships with larger, more established companies are one of those ways. Leverage partnerships to accelerate growth build your business.
The Future of the Client Agency Relationship - A presentation by Hall and Par...The_IPA
in 2015, the IPA commissioned research on the future of how agencies work with their clients. The findings were presented at the IPA Commercial Conference. They discuss the development of a shared agenda to rebuild trust and explore concepts around communications and customer experience.
Thought leadership: winning the battle for attention in B2B technology marketingDamo Consulting Inc.
Thought leadership is the fastest growing spend category in content marketing today. Here are some best practices to get the most out of your investments in thought leadership marketing.
http://www.trinityp3.com/
The role of marketing is increasingly complex and diverse and will vary greatly from organisation to organisation. How marketing is positioned within an organisation will impact greatly on how it is structured. This is a range of different strategic positions for marketing and the considerations and structures. There are some basic positions for marketing within an organisation based on the role marketing is to play within that structure. These positions are detailed with the considerations and strengths and weaknesses.
RESULTS.com is widely recognized as having one of the best strategic planning templates in the world.
In this 90 minute online workshop with our Head of Strategy, Stephen Lynch, you’ll learn our best practices to create your one page strategic plan.
Working with thousands of clients, we’ve learned what works and what doesn’t in the real world when it comes to creating and executing business strategy. It’s not about filling in a planning template, it’s about making wise strategic choices that will set your organization up for future success, and cascading your decisions down to every role to align and focus your team.
The Brand Influence Guide for Asset Management (BIG:AM) aimed to understand how effective asset managers are in communicating a differentiated value proposition to the marketplace, and if, and how, firms are leveraging brand to connect with the audiences most critical to their success. DeSantis Breindel, a B2B branding and marketing agency in NYC, partnered with the Institutional Investor Institute to get perspectives from asset managers, investment consultants and institutional investors. See more at: http://www.desantisbreindel.com/insights/branding-in-asset-management-new-research/
Strategies in Corporate Communications: Fostering a Collaborative Culture in ...Greenfield/Belser Ltd.
Strategies in Corporate Communications: Fostering a Collaborative Culture in the Partnership Ranks
No question about it: culture is defined by the leadership of the firm. But if collaboration is a hallmark of the firm's culture, communications can play a large role in energizing collaboration. This session offers three valuable strategies to help facilitate clear, effective communication and foster creativity between law firm partners. Our presenters will address:
• The Vampire Syndrome: Killing Off Deadly Communications Permanently
A step-by-step program to remove impediments to collaboration that include dreadful practice descriptions, chilly biographies, pale internal updates and bloodless newsletters
• Beyond the Drum Circle
Creative ideas that foster and sustain collaboration.
• What's Your Partner's Elevator Pitch?
How to enable lawyers to "sell" one another through collaborative learning.
Facilitators:
Burkey Belser, President, Greenfield/Belser Ltd.
Joe Walsh, Principal, Greenfield/Belser Ltd.
Business Development and Marketing Strategy: A Short Course for EntrepreneursKevin Willemse
These are materials I developed for a short 2 day course on the basics of business strategy and how marketing strategy fits into it, dealing with digital, traditional and new (social) media and all the nuances facing entrepreneurs today. A simple deck that some may find useful, feel free to use as you see fit, and any comments or suggestions are welcome.
A lot of it is simply based on my own experience, knowledge, and opinion, it's not meant to be a definitive guide top success (no such thing exists!).
Enjoy!
Sustainability is not a concept; it’s a strategic imperative. To be competitive sustainability must be woven throughout your business beginning with your strategy, leveraging your human resources and optimizing your business processes. Sustainability = profitability.
Unleashing Potential: Talent Management and Career Development Strategies for...Vanessa Theoharis
This presentation was shared by Vanessa Theoharis and Julie Ried at the American Marketing Association Higher Education Symposium in November 2022.
The market has gone through a whirlwind of a year, as individuals contemplate the next stages of their career journeys, whether within the organization or elsewhere. As higher education leaders, you have the opportunity to create a workplace environment that will attract top talent, engage your team and motivate individuals to stay.
Bringing best practices from across the field, this presentation includes strategies around employee recruitment, retention, and engagement, specifically for marketing and communications teams.
An exceptional profile system contact Andrew Hoffman President of My Franchise Partners the designer of this profile.
Andrew Hoffman
Dir Line 647-991-2282
andrew@myfranchisepartners.com
Talk Given At ICSA National Conference in Atlanta 2010: The challenge of providing world-class levels of customer service through a service business located in multiple states, with diverse employees, in a variety of industries and markets.
Tycoon created this presentation specifically for participants in New York's Startup Weekend Global Fashion Battle on September 5-7 2014. As dedicated sponsors in this amazing event, Tycoon covers business and marketing fundamentals such as the elevator pitch, customer empathy map, customer decision journey, marketing map and key performance indicators.
Customer-centric marketing is a marketing approach that is centered around the needs and interests of customers and clients.
Customer-centric marketing provides a unique approach for companies to reach their target clientele as the focus is centered around several factors including
NextGenInnov8 is an innovation driven company committed to sparking the power of innovation in every child. NextGenInnov8 is the brainchild of Aditya Pachpande, a young innovator and entrepreneur who is a crusader in the field of innovation
Transforming the Boardrooms "Boardroom Effectiveness"SAROJ BEHERA
Problems with Governance:
‘box ticking’ v. thinking
Structure v. behaviour
Avoiding risks v. creating opportunities
Developing policies, etc. v. implementation
Evidence about link between ‘Governance’ and performance:
Problem of ‘association’ v. ‘cause & effect’
Is association because ‘effective’ boards and management teams endeavour to follow ‘governance’, HRD, etc ‘best practice’?
Importance of the chairman of the board
Overview of presentation:
Differing approaches of the best run and OK companies
Creating a winning board and building a competitive company
Developing winning people – enabling them to live the values
Improving board effectiveness – Being World Class
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
What Is the Role of Brand in Management Consulting? Research Highlights from Industry Study
1.
2. The BIG Question
What is the role of branding in management
consulting?
See more study results at: BIGMgmtConsulting.com
3. An organization’s brand is
reflected in its distinct values
system, unique personality, and a
clear vision of what it stands for.
Brand is embedded in the culture,
and shapes and guides how the
organization presents itself (both
internally and externally) and
carries out its mission.
See more study results at: BIGMgmtConsulting.com
4. A shifting landscape, starting from the top.
See more study results at: BIGMgmtConsulting.com
5. Overarching questions we set out to answer.
How is brand being used as a business asset?
How can branding and marketing help firms achieve business goals?
How does brand compare with partner reputation as a business
builder?
Is the role/importance of brand related to firm size?
What are the most effective channels for connecting with key internal
and external audiences?
See more study results at: BIGMgmtConsulting.com
7. Who Responded: Functional Roles
Q/ Which of the following best describes the area of specialization of your position? (n=76)
18%
25%
5%
8%
3%
26%
7%
8%
Service line
Corporate strategy/head of practice
HR
Industry vertical
IT
Marketing
Operations/Finance
Other
See more study results at: BIGMgmtConsulting.com
8. Who Responded: Geography
Q/ Which of the following best describes your firm's geographic focus? (n=76)
13%
12%
29%
45%
1%
Regional
National (US) with little to no global reach
Primarily national (US) with some global reach
Global
Non-US with US office(s)
See more study results at: BIGMgmtConsulting.com
9. Who Responded: Organizational Structure
Q/ What is the ownership structure of your firm? (n=76)
37%
43%
20%
Partnership
Privately held
Public
See more study results at: BIGMgmtConsulting.com
10. Who Responded: Titles
Q/ Which of the following titles best identifies the level of your position within the firm? (n=76)
20%
36%
9%
15%
12%
9%
Executive Management
Partner/Owner
Vice President
Director
Manager
Other, please specify
See more study results at: BIGMgmtConsulting.com
11. Who Responded: Size
Q/ Approximately how many full-time employees are there at your firm? (n=76)
BIG & BIGGER
STRADDLERS
GAINING SCALE
BOUTIQUE
See more study results at: BIGMgmtConsulting.com
30%
31%
20%
19%
Less than 50
50-1000
1001-5000
Over 5000
24. The words used to describe brands you admire suggest
stability, vision and focus.
Strength of resources, global, focus, specialization, thought
leader, corporate IQ, hardworking, the best, legacy, gold
standard, pedigree, trend-setter, innovative, treat its people
well, great place to work, ability to attract talent, a clear
employer brand, well defined, tell their story well, brand
consistency, ability to articulate who they are, well defined
offering, pervasive, visibility
25. Page 25
Large and small firms align with admired brands …
Large and Small Firms
Quality
Intelligent
High-end
Expert
Winning
Premium
Admired Brands
High quality
Corporate IQ
Gold standard
Thought leader
Pedigree
See more study results at: BIGMgmtConsulting.com
26. Page 26
…but mid-size firms feel differently.
Mid-size Firms
Evolving
Complex
Hungry
Active
Fast-paced
Growing
Adaptable
Continual Learning
Striving
Ambitious
Flexible
Admired Brands
Well defined
Ability to articulate who they are
Tell their story well
Brand consistency
Well defined offering
See more study results at: BIGMgmtConsulting.com
27. Mid-size firms appear to see their
brands – and their firms – in flux.
While conveying a sense of change
and flexibility can be positive, results
suggest a lack of clarity and
confidence.
28. /What Are the Key Drivers of
the Management Consulting
Brand?2
29. Thought leadership is seen as a key driver by firms of
all sizes.
BOUTIQUE
Less than 50 (n=24)
GAINING SCALE
50–1,000 (n=23)
STRADDLERS
1,001–5,000 (n=15)
BIG & BIGGER
More than 5,000 (n=14)
Strong leadership Distinct heritage Thought leadership Distinct heritage
Thought leadership Client portfolio Distinct heritage Client portfolio
Unique culture Thought leadership Unique culture Distinct position in the market
Client portfolio Strong leadership Distinct position in the market Thought leadership
Distinct position in the market Unique culture Proprietary methodology Strong leadership
‘Star' consultants Distinct position in the market Client portfolio Unique culture
Proprietary methodology Proprietary methodology ‘Star' consultants Proprietary methodology
Distinct heritage Corporate website Strong leadership ‘Star' consultants
Corporate website ‘Star' consultants Corporate website Corporate website
How strongly would you agree that the following elements shape your firm’s brand?
See more study results at: BIGMgmtConsulting.com
30. Heritage grows in importance with firm size ...
BOUTIQUE
Less than 50 (n=24)
GAINING SCALE
50–1,000 (n=23)
STRADDLERS
1,001–5,000 (n=15)
BIG & BIGGER
More than 5,000 (n=14)
Strong leadership Distinct heritage Thought leadership Distinct heritage
Thought leadership Client portfolio Distinct heritage Client portfolio
Unique culture Thought leadership Unique culture Distinct position in the market
Client portfolio Strong leadership Distinct position in the market Thought leadership
Distinct position in the market Unique culture Proprietary methodology Strong leadership
‘Star' consultants Distinct position in the market Client portfolio Unique culture
Proprietary methodology Proprietary methodology ‘Star' consultants Proprietary methodology
Distinct heritage Corporate website Strong leadership ‘Star' consultants
Corporate website ‘Star' consultants Corporate website Corporate website
How strongly would you agree that the following elements shape your firm’s brand?
See more study results at: BIGMgmtConsulting.com
31. ...as does distinct position in the market.
BOUTIQUE
Less than 50 (n=24)
GAINING SCALE
50–1,000 (n=23)
STRADDLERS
1,001–5,000 (n=15)
BIG & BIGGER
More than 5,000 (n=14)
Strong leadership Distinct heritage Thought leadership Distinct heritage
Thought leadership Client portfolio Distinct heritage Client portfolio
Unique culture Thought leadership Unique culture
Distinct position in the
market
Client portfolio Strong leadership
Distinct position in the
market
Thought leadership
Distinct position in the
market
Unique culture Proprietary methodology Strong leadership
‘Star' consultants
Distinct position in the
market
Client portfolio Unique culture
Proprietary methodology Proprietary methodology ‘Star' consultants Proprietary methodology
Distinct heritage Corporate website Strong leadership ‘Star' consultants
Corporate website ‘Star' consultants Corporate website Corporate website
How strongly would you agree that the following elements shape your firm's brand?
See more study results at: BIGMgmtConsulting.com
32. But strong leadership, as a brand driver, declines as
firms grow in size.
BOUTIQUE
Less than 50 (n=24)
GAINING SCALE
50–1,000 (n=23)
STRADDLERS
1,001–5,000 (n=15)
BIG & BIGGER
More than 5,000 (n=14)
Strong leadership Distinct heritage Thought leadership Distinct heritage
Thought leadership Client portfolio Distinct heritage Client portfolio
Unique culture Thought leadership Unique culture Distinct position in the market
Client portfolio Strong leadership Distinct position in the market Thought leadership
Distinct position in the market Unique culture Proprietary methodology Strong leadership
‘Star' consultants Distinct position in the market Client portfolio Unique culture
Proprietary methodology Proprietary methodology ‘Star' consultants Proprietary methodology
Distinct heritage Corporate website Strong leadership ‘Star' consultants
Corporate website ‘Star' consultants Corporate website Corporate website
How strongly would you agree that the following elements shape your firm's brand?
See more study results at: BIGMgmtConsulting.com
33. As firms grow, the importance of
leadership in driving brand
diminishes. The key is identifying
what should take its place.
35. At smaller firms, founding partners are still actively involved.
Are your founding partners still present and actively involved in your company?
N=43
YES / 80%
NO / 20%
YES / 88%
NO / 12%
BOUTIQUE
Less than 50
GAINING SCALE
50–1,000
See more study results at: BIGMgmtConsulting.com
36. As firms grow, partner reputation evolves from a driver
of new business to a driver of relationships.
How important of a role do you think the reputation of a firm’s partners play in the following
areas: (n=78)
See more study results at: BIGMgmtConsulting.com
37. Not surprisingly, small firms fear a partner’s departure the
most.
If the founding partners were to leave your firm, how much business do you estimate your firm
would lose?
45%
88%
55%
12%
Less than 50
50-1000
N=43
See more study results at: BIGMgmtConsulting.com
Less than 50% More than 50%
38. As firms grow, the importance of the firm’s reputation begins
to trump the reputation of its leadership.
Would you say that the public perception of your firm is driven more by the reputation of the
leadership or the reputation of the company itself?
0
10
20
30
40
50
60
70
80
Driven more by reputation company Driven more by reputation of leadership
BOUTIQUE
Less than 50
GAINING SCALE
50–1,000
STRADDLERS
1,001–5,000
BIG & BIGGER
More than 5,000
See more study results at: BIGMgmtConsulting.com
39. Smaller firms are more dependent on
the reputation of their founding
partners. Given the risks,
establishing a strong point of
difference more broadly is a vital
step toward sustainable growth.
41. Firms of all sizes are generally lukewarm about their brands.
In your opinion how strong of a brand do you think your firm has?
0%
0%
3%
1%
4%
8%
16%
24%
21%
11%
13%
Extremely Weak
1
2
3
4
5
6
7
8
9
Extremely Strong
Weak
Moderate
Strong
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42. The mid-tier is particularly unenthusiastic.
How strong a brand do you think your firm has? N=78
38%
22%
53%
14%
46%
57%
33%
36%
17%
22%
13%
50%
Less than 50
50 to 1000
1001 to 5000
Over 5000
Strong Brand
Moderate
Weak Brand
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43. The middle’s lack of enthusiasm runs the gamut.
How strongly do you agree with the following statements about your firm’s brand?
5
5.5
6
6.5
7
7.5
8
8.5
Represents a unique
ID and point of
differentiation
Embodies a distinct
value system
Defines a clear
vision of what we
stand for
Is strongly
embedded within our
culture
Is clearly
communicated
through our
marketing
Is consistently
carried out through
the products /
services we offer
Is easily understood
by those outside of
our organizaiton
BOUTIQUE
Less than 50
GAINING SCALE
50–1,000
STRADDLERS
1,001–5,000
BIG & BIGGER
More than 5,000
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44. Mid-sized firms experience greater disagreement around
brand drivers.
How strongly would you agree that the following elements shape your firm's brand? (ranked)
BOUTIQUE
Less than 50 (n=24)
GAINING SCALE
50–1,000 (n=23)
STRADDLERS
1,001–5,000 (n=15)
BIG & BIGGER
More than 5,000 (n=14)
Strong leadership 1.53 Distinct heritage 1.62 Thought leadership 2.13 Distinct heritage 1.88
Thought leadership 1.82 Client portfolio 2.13 Distinct heritage 2.57 Client portfolio 1.31
Unique culture 2.08 Thought leadership 2.25 Unique culture 2.61
Distinct position in the
market
1.63
Client portfolio 1.53 Strong leadership 2.20
Distinct position in the
market
2.67 Thought leadership 2.51
Distinct position in the
market
2.25 Unique culture 2.44 Proprietary methodology 2.70 Strong leadership 2.17
‘Star' consultants 2.19
Distinct position in the
market
2.05 Client portfolio 2.69 Unique culture 1.98
Proprietary methodology 2.86 Proprietary methodology 2.62 ‘Star' consultants 2.69 Proprietary methodology 2.05
Distinct heritage 2.52 Corporate website 2.01 Strong leadership 2.83 ‘Star' consultants 2.79
Corporate website 2.37 ‘Star' consultants 2.47 Corporate website 2.69 Corporate website 2.37
Strong agreement (low standard deviation) Weak agreement (high standard deviation)
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45. Mid-size firms have an identity issue.
Perhaps it’s because they’ve grown
as a collection of practice areas, or
through acquisitions. They aren’t
small enough to be boutiques or
large enough to be global, full-
service leaders.
46. /What Is the Perceived
Importance of Marketing in
Management Consulting?5
47. Brand behavior – rather than formal marketing – is seen as
most effective.
How effectively does your firm express its brand: (Top 2 box)
23.00%
20.50%
40.00%
Internally
Externally - through marketing
Externally - through product/service delivery
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48. Mid-tier feel their brand is expressed the least effectively,
especially through marketing.
How effectively does your firm express its brand?
7.28
6.76
8.04
6.66
7.08
7.7
6.2
5.73
6.6
7.78
6.14
7.9
Internal
External - through marketing
External - through product / service delivery
BOUTIQUE
Less than 50
GAINING SCALE
50–1,000
STRADDLERS
1,001–5,000
BIG & BIGGER
More than 5,000
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49. Marketing professionals are less positive about the impact of
brand than others in the firm!
How important of a role do you think the brand of your company plays in the following areas:
6
6.5
7
7.5
8
8.5
9
Attracting new business Engaging clients Building long-term
relationships
Attracting talent
Non-marketing executives Marketing executives
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50. Marketing respondents focused on attributes that are more
outwardly focused.
Marketing
Collaborative
Client-focused
Results-oriented
Corporate Strategy
Trustworthy
Thoughtful
Professional
What three adjectives would you use to describe your firm?
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51. Marketing believes in the power of thought leadership;
corporate strategy in the power of leadership.
How strongly would you agree that the following elements shape your firm’s brand?
Marketing (n=21) Corporate Strategy (n=20)
Thought leadership Strong leadership
Distinct heritage Distinct position in the market
Client portfolio Client portfolio
Unique culture Unique culture
Distinct position in the market Distinct heritage
Strong leadership Thought leadership
Corporate website Proprietary methodology
Proprietary methodology “Star” consultants
“Star” consultants Corporate website
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52. The power of brand is understood
beyond the marketing department.
This is an opportunity to step up and
own the role – and importance – of
you firm’s brand.
54. Most marketing respondents put their budgets at 2-5% of
firm revenues.
How much of its overall budget does your firm allocate to marketing?
23.08%
57.69%
15.38%
4.00%
Less than 2%
2% - 5%
5% - 10%
10% - 15%
N=26 (marketers)
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55. Tradeshows and PR account for almost half.
What percentage of your marketing budget is allocated to the following areas?
27.04
17.04
16.54
8.65
7.19
6.31
2.35
24.88
Tradeshows and corp events
PR
Sponsorships
SEM
Social media
Online advertising
Offline advertising
Other
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56. Websites rule, inside and out. But what about mobile media?
How effective are the following channels in deploying your brand?
6.81
6.62
6.52
6.19
5.62
5.14
5.1
4.81
3.38
Your firm's website
Internal events
Email
Intranet/employee portal
social media
Virtual events
environmental branding
Print collateral
Mobile media
Internal
7.1
6.95
6.29
6.14
6.1
5.9
5.86
5.71
5.62
5.43
4.05
3.48
3.43
1.95
Your firm's website
Email
Digital publications
Branded events
Social media
Print collateral
SEO
Tradeshows/events
Print publications
Virtual events
Direct mail
PPC
Mobile media
Radio
External
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57. Tradeshows are the biggest budget item – but they’re not
seen as most effective in deploying the brand.
7.1
6.95
6.29
6.14
6.1
5.9
5.86
5.71
5.62
5.43
4.05
3.48
3.43
1.95
Your firm's website
Email
Digital publications
Branded events
Social media
Print collateral
SEO
Tradeshows/events
Print publications
Virtual events
Direct mail
PPC
Mobile media
Radio
External
27.04
17.04
16.54
8.65
7.19
6.31
2.35
Tradeshows and corp events
PR
Sponsorships
SEM
Social media
Online advertising
Offline advertising
Marketing budget allocation
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58. In a digital world, a firm’s websites is
the hub of its digital brand
experience. But tradeshows and
events are still the #1 budget item.
Does in-person engagement still
deliver the highest return?
59.
60. Mid-sized firms need to define themselves.
A constant squeeze:
Mid-size firms have more resources, breadth and capabilities than small firms, yet less focus
and specialization …
but they lack the presence and scale the large firms.
Caught between small firms – typically built around a focused strength
– and large firms – guided by heritage, mid-size firms see themselves
– and their brands – in a constant state of evolution.
Implication:
Branding around a strong, unified culture may be the mid-size firm’s
best opportunity to create differentiation from larger firms.
See more study results at: BIGMgmtConsulting.com
61. Your brand walks out the door every day.
As a group, you feel you communicate your brand more effectively
through behavior than through formal marketing efforts or internal
engagement.
This represents an opportunity to capture and codify the essence of
your brand as it is expressed by your people and the services they
deliver.
Implications:
Rethink proposals, pitch books and thought leadership – do they
reflect the brand that your people are living?
Demonstrate “behavior” in marketing by focusing on how your
brand is embodied in your people and services: let the market “hear”
your people, see them at work, engage with their perspectives.
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62. Find out what drives your brand.
Where are you on the partner-firm spectrum?
Do the reputations of your partners drive your brand? Or is it the
reputation of the firm itself?
Where do you want to be on the spectrum? Will a partner-driven
brand scale with your firm’s growth?
How can you build thought capital into a brand without tying the
brand too closely to any individual or group?
Implication:
Look to internal and external research to determine the core drivers
or your brand.
See more study results at: BIGMgmtConsulting.com