Positioning For Professionals

How Professional Knowledge Firms Can Differentiate Their Way to SuccessIn the last twenty years, no marketing concept has captured the collective business imagination more than "branding." While many professional service firms are in the business of helping their clients build a stronger brand, they seldom pay the same kind of attention to developing their own brand. As Positioning for Professionals reveals, it s all about differentiation. Filled with proven insights and valuable differentiation strategies, this visionary book takes a step back to examine how your professional firm can make the transition from being a "recognized name" to becoming a highly focused brand¿and why a stronger brand means stronger profits.Marketing and advertising thought leader Tim Williams reveals how developing a well defined positioning strategy can help your firm earn a more powerful reputation in the marketplace. Take a look inside for world class guidance on:Why building a successful brand means going against your instinctsForegoing best practices for "next practices"Why there s no such thing as "full service" or a "general market"Why copying competitors strategies doesn t work . . .. . . and why differentiating does¿with big resultsDestined to become the desktop brand development and business strategy companion you will turn to again and again, Positioning for Professionals offers you powerful, insightful ideas for positioning your firm for maximum market success.