Sales and Marketing

I think branding is very important. Everyone and every business has a brand. Inattention to branding creates a brand that might not be what you would like, but nevertheless you will have a brand. Branding needs deliberate attention.

I write a lot about a lot of things. On technical topics I never get negative feedback—unless I wrote something wrong, which fortunately has been very rare, and then it is a gentle nudge that perhaps I overlooked or misread something.

Firms need to start making the most of those who make them the most.

Targeted investigations of your markets and prospects can super-charge your business development efforts.

Preparers are divided on the value of promoting themselves during their busiest time.

The look will create a unified look-and-feel for the institute, CIMA, and their global joint venture.

Accounting firms can learn a lot from how PwC handled the Oscars

It’s busy season again: a time when you can barely breathe as you hurry to complete returns for clients who often wait until the very last minute to submit tax preparation documents.

Names are a sensitive topic, especially to partners who have earned their name on the letterhead.

Refreshing a practice’s image often finds accountants considering a new moniker; in this podcast, Aprio managing partner and CEO Richard Kopelman and chief marketing officer Danielle Berg share what led them to an unusual new name for their Top 100 Firm.