Professional Services Marketing Blog

Infographic: How Head Games Can Ruin Your Brand Strategy



Building your brand strategy on a flawed view of the marketplace is a really bad idea. Ditto for a brand strategy based on an inaccurate view of how the marketplace sees your firm.

But this is exactly what happens to many firms. Why? They just don’t believe that their perceptions are flawed. They are stuck in a bad head game.

Don’t believe it? Just take a look at the brand new infographic “Head Games” below. It’s based on data from our just released book Inside the Buyer's Brain, which explores how professional services buyers and sellers live in different worlds.

Using retro 8 bit graphics, the Head Games infographic tells a compelling story of how the two “worlds” collide. And when marketplace reality meets a flawed brand strategy, your firm is the real loser.


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Brand Strategy Blunders

You’ll learn how Sellers tend to underestimate the importance of key business problems that their clients are facing. This makes it hard to align your brand strategy to client priorities.

Even more concerning is the gap between Buyers and Sellers perception of the relevance of your firm’s services to solving the client’s key business issues. Yikes!

And then there is the issue of competitors. The Buyers and Sellers lists of your competitors only have a 25% overlap. Double Yikes!

You’ll also see how Sellers undervalue the importance of their reputation and overvalue the role that price plays in the Buyers' brain.

While the tone of the Head Games infographic is fun, the message is serious. Don’t let your own “head games” ruin your brand strategy.


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December 5, 2013


Hi, I read this book one month ago and my business vision has been improved. Congratulations and thank you for this good work. Best regards

December 5, 2013

Lee Frederiksen

Thank you so much for your comment and the kind words. They are appreciated…lwf

December 9, 2013


Hi Lee - have to thank you for sharing this outstanding piece of research. I think it is relevant to a much broader market then “just” professional services. I am sharing both the book and the infographic with my readers.


December 9, 2013

Lee Frederiksen

CK- Thanks so much for the kind words. I agree that these results may well apply to broader audiences. We are just being conservative in drawing implications.Thanks again…lwf

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Dec 04 2013