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Creating and promoting an expertise-driven brand

Author

Listed:
  • Frederiksen, Lee
  • Tyreman, John

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.

Suggested Citation

  • Frederiksen, Lee & Tyreman, John, 2018. "Creating and promoting an expertise-driven brand," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 6(2), pages 110-117, September.
    • Handle: RePEc:aza:jdsmm0:y:2018:v:6:i:2:p:110-117
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    More about this item

    Keywords

    expertise-driven brand; professional services; brand building strategy; visibility in the marketplace; content marketing strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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