Creating and promoting an expertise-driven brand

Lee Frederiksen and John Tyreman

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 2, 110-117

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.

Keywords: expertise-driven brand; professional services; brand building strategy; visibility in the marketplace; content marketing strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:110-117

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