New York (Oct. 3, 2003) -- When you buy Johnson's Baby Shampoo, the implicit promise is that your baby's not going to cry when you wash his hair. Similarly, accounting firms need to develop their own brand promises if they want to successfully compete in today's marketplace, marketing experts warned Thursday.

Speaking at Northstar Conferences' 2nd Annual Accounting Firm Marketing Forum, J.H. Cohn chief marketing officer Sally Glick and marketing consultant Marsha Leest stressed that firms have to extend their brands beyond the personal relationships partners have developed with their clients.

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