Managing Brand Strategy…When Your Name is on the Front Door

Any business founder / owner whose surname serves as their company’s brand name has a unique challenge. If (s)he’s built a successful business that relies on the efforts of its employees, the founder of an eponymous business eventually will need to address brand transition; particularly if it’s a B2B or professional services firm. Brand transition involves shifting market perceptions of the firm away from the individual founder(s), and toward an enterprise-based brand positioning. Over time, this means moving brand perceptions away from “Smith & Company: Jack Smith’s business,” and arriving at “Smith & Company: The business that Jack Smith built.” Or better yet, eventually “Smith & Company:

Subscribe to our posts

Featured Posts
Recent Posts
Archive
Follow Us
  • Facebook Basic Square
  • Twitter Basic Square
  • Google+ Basic Square
RSS Feed
Andrew + Selikoff Partners - B2B Marketing
  • LinkedIn App Icon
  • Wix Twitter page
  • YouTube Classic
RSS Feed

© 2020 Highlander Consulting Inc.