PMI Sites
CEO Corner
Register
Project Management Institute
Search

    Branding the consulting product

    Article Organizational Project Management, Consulting June 2001

    PM Network

    Jaenicke, Barbara

    How to cite this article:

    Jaenicke, B. (2001). Branding the consulting product. PM Network, 15(6), 37–39.
    A well-defined product brand is one of the keys to attracting customers in today's crowded marketplace.Successful branding is not only one of the drivers of product success, but a growing trend in the consulting profession as well.The article discusses how branding works with regards to consulting services, and explains how companies go about creating a brand.Effective brands express a company's vision both internally--through corporate culture, upper management behavior, and employee training (for example), and externally--though the company's advertisements, marketing, and promotion.EM2 Design, a brand identify firm, uses a brand development process that begins with confidential, individual interviews, which it then uses to dialogue with the client about how best to express their brand identity.
    registered user content locked

    Log in or join PMI to gain access

    or Register

    Advertisement

    Advertisement

    Related Content

    Advertisement