From PSO to PSB: A New Model for Creating Differentiated Brand Experiences

Domain: Communications

Unlike B2B or B2C peers, Professional Services Organizations have a host of hurdles to overcome to successfully present a clear and cohesive brand story in a unique fashion. All too often, marketers find themselves stuck between building the firm brand or building lawyers’ brands. This session will examine how the use of an umbrella brand and supporting practice area marketing can help drive an integrated and powerful experience. They will use real examples to show how firms are using this approach to guide their content, thought leadership, events and digital strategies. The end result is a differentiated and memorable brand experience at every touch point.

Topics include:

• A new Professional Services Brand Model
• How to implement in a practical and achievable fashion
• How practices areas, lawyers and marketers can embrace the framework
• Real-world examples of firms that have embraced this new model and the resulting brand touchpoints

Presenter(s):
Kalev Peekna, Managing Director, Chief Strategist, One North
Ryan Schulz, Managing Director, Experience Design, One North

Member Price: $59
Prospective Member Price: $79