Booz & Co. Thought Leadership Efforts Have a Clear Business Objective

Thought Leadership (Apr 11 2012)

1. It can be challenging to sell an intangible product, such as legal services or consulting. Such sales requires proxies for value, since a new customer has no tangible way to evaluate the quality of the product.

   Among the intangible proxies is "thought leadership." Booz & Company long has run thought leadership campaigns for that reason. Among the objectives:

   1) Get "top tier media coverage globally, client interest and engagements

   2) Build a strong brand as a firm with proven expertise in innovation

   3) Get ranked as one of the top firms in innovation consulting

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