This can of worms is still opened.
Once again, Bruce Marcus has weighed in with another article on why branding for PKFs doesn’t add value to customers.
Read his “Does Branding Make Clients?” here.
I find his arguments incredibly compelling. All but a handful of PKFs have a “brand,” in the true sense of that word. Instead, they have reputations.
A brand, by definition, is a safe place for a customer to be, designed to command a price premium. Most branding campaigns in PKFs add no value to the customer, are not used for better pricing, and hence are not true brands.
I know this is controversial, but I think the empirical evidence is with Marcus. What do you think?