The Eyelet.

Why Professional Services are Being Commoditized. And How to Respond.
Article Abstract
In many professional services categories, an oversupply of talent, access to a pool of global service providers, and the “legal zoom” effect have tipped the supply of competent service providers over the existing demand for their services. The result? Increased commoditization and pressure on profit margins. This article provides indicators of this reality, and offers recommendations on how to respond.

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In a conversation with one of our clients in the A/E/C industry a week or two ago, I commented on the remarkably ineffective naming practices of most engineering firms. It seems everywhere I turn, I run into a collection of letters masquerading as an engineering practice — RJN, FJM, H+L, G.E.C. The list goes on. I have to believe the majority of these brand names just sort of run together for prospects and clients. Going a bit further, it would seem almost completely unlikely that any could really be top-of-mind for a specific skill set or service offering.

90% of Engineering Company Names are Indistinguishable
So, with my curiosity peaked. I decided to take a closer look. I asked an intern to review the names of all 500 A/E firms listed in ENR, and classify them by naming convention. Not surprisingly, the results were unremarkable: Read more

Anyone who’s ever been through a Mlicki BrandLibs™ session (or read this blog) probably knows that we view brands and culture as being intrinsically aligned. In fact, when I picture the two concepts I see them as a strand of DNA — wrapping in and out of eachother in a thread that tells a story. The most successful brands manage to connect us to a set of compelling beliefs through a system of iconic brand assets.

Often in brand workshops, we talk about how the United States of America is an example of an iconic brand based on this philosophy. So, with Independence Day just around the corner, I thought it might be an interesting exercise to dissect the brand that is the United States of America, and share a little history of the brand assets that represent it:

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Whenever I travel, I enjoy seeking out and finding new, interesting local and regional restaurant brands. In some ways, I enjoy the hunt as much as the meal itself. I’m always curious to find a new take on a typical meal, a great service experience, or a really well designed brand environment. Often, I’ll pass 15-20 restaurants before finding the right spot to try. Rarely will I settle until I’ve sufficiently explored the area — no matter how hungry I become in the process, because you never know what might be around the next corner. Sometimes, I’m rewarded. Sometimes, I’m disappointed.

In a recent trip to San Diego, I got to thinking, “What makes me pass over one restaurant, yet stop at another?” I never read a review. At best, I’ll take a passing glance at a menu. I’m certainly not taking the time to look at a mobile site or a social media site, like Trip Advisor. And, asking someone for advice would be like admitting defeat. The decisions I make are based 100% on inferences I make in a split second about the restaurant from the sidewalk.

So, as I enjoyed an amazing meal at a local restaurant named Searsucker (a restaurant I settled on after about a 2 mile hike through every corner of the Gaslamp District), I came up with a few primary elements.

Three “Must Haves” to Acquire a Customer in 5 Seconds or Less:

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What? Who’s Jack Palance. If you’re under 30, you might have no idea. If you’re over 50, you likely watched him in hundreds of westerns and crime dramas. If you’re somewhere in between, like me, you might know him only from the movie, City Slickers.

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