Do Accounting Firms Really Want an 'Image'?

It’s a hollow view.

by Bruce W. Marcus
Professional Services Marketing 3.0

Some years ago, in a remarkably successful marketing move, a graphic designer specializing in logos, letterheads and the like came up with the concept of the corporate image. A brilliant concept, but more mirage than image.

Now one of the most successful operations in the marketing business, this company has managed to persuade its clients that corporate image is the key to corporate success. Image, it seems, is the magic elixir. At many thousands of dollars a dose.

Bruce W. Marcus

Bruce W. Marcus

More for CPA Trendlines PRO members:  What Accounting Firms Need to Learn from Personal Financial Planning Specialists  •  The Delicate Art of Positioning Your Firm in the Mind of the Prospect   •   Who’s Better at Marketing? Lawyers or CPAs?Even a Random Disaster Can Be Controlled with Risk ManagementManaging Risk in Client RelationsYour Clients Love You? What If You’re Wrong? • 

In fact, the word “image” itself has taken on a life of its own — a tribute to the triumph of virtual reality. But maybe it’s time, now, to lose the word. The image of image is long since tarnished, and well beyond burnishing.

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