Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


Brand Regression?

By Greenfield/Belser
August 11, 2016
Brand Regression?

The State of Professional Services Branding 2013

This study began as a rant...

It appears to us that the post-recession state of professional services branding is like living in a bland, empty room. Wherever we look we see reduced brand activity and sameness. Once creative and compelling, service brands (via websites and advertising) seem less visible. In fact, it seems both the quality and quantity of branding efforts are regressing.

That’s not all. If you wish to undertake a brand exercise, it appears it must be titled, “Strategic Positioning Initiative” to avoid the factious response that sometimes arrives as talk turns to branding.

Are past failed efforts to blame? Is the stumbling economy a disincentive to act? Or is it the pendulum swing to BD, the tremendous pressure on CMOs to drive revenue? Has anyone else noticed the falloff in brand awareness and memorability? Do we still believe brand is critical to creating preference?

Good questions, we thought. So we asked firm leaders for their opinions. The goal was to confirm or deny our own—replacing opinion with fact. Sit back. Enjoy.