This is a test. Indeed. In a year when the business of business has been badly shaken, CFOs aren’t the only ones sharpening their pencils. Our clients—smart marketers all—have been making the most of brand challenges and opportunities. These efforts include:
- focusing on hiring and keeping talent—Reznick Group makes a sharp case for their firm over others. Andrews Kurth and Clifford Chance also know the future goes to those who find tomorrow’s stars today.
- making your case convincingly—Ford & Harrison sums up 30 years of success in its first annual review.
- being authentic—Poyner Spruill uses facts to preview the postscript in a clever twist on the firm’s initials.
- matching the market—continuing education has evolved from bodies in the classroom to online learning and in-office learning, as PLI proves.
- staking abandoned claims—the Big Four have left wide swaths of business territory for others like Dixon Hughes to scoop up.
We have no real formulas for acing this test except to pay attention to the fundamentals. Stay close to the science of marketing. Market in the vacuum left by those who retreat. Spend money on great work that gets noticed. Pencils down.