Hinge Marketing
Branding and Marketing for Professional Services
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Latest posts
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Is Your Firm a Brand?
Is a professional services firm a brand? I work with a lot of clients who come to us for new positioning, a modern logo, color palette and website. The world is changing, and the way a business presents itself needs to evolve with it. Sometimes at the beginning of the…
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If You Use AI, Should You Admit It?
In case you haven’t noticed, I’ve been thinking a lot lately about AI and how experts should use it. I have cautioned experts not to rely on platforms like Claude and ChatGPT to write their content. But I recognize that AI can be a powerful tool when used to enhance rather than…
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Why AI Is Changing Website Strategy
I’m about to say something that probably won’t surprise you. Try not to look too bored. Here goes: Artificial intelligence is transforming professional services website strategy. Only it’s not happening in the way you think. I’m not talking about sophisticated chatbots or other…
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Should You Position Your Firm as “AI-Forward”?
As policymakers wrestle with the implications of AI, many professional services firms are going all in. They understand that our present era is being defined by this technology, and they are using it to create new efficiencies, extract deeper insights and gain an advantage over…
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How to Sell Marketing … To Your Executive Team
Tell me if you’ve heard this one before. Key decision makers in your leadership team treat marketing as an afterthought. Business is humming along on referrals and networking, after all. So what’s the urgency? Oh, and finding qualified professionals to handle an influx of new…
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Join the High Growth Study (And Why You Need a Study, Too)
This week, we launched our 2027 High Growth Study (click the link to join the study). Today, I’m going to give you a little back story on this ongoing project and explain why we invest so much in it. I also want you to think about whether it could be a model for your own... The…
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Help Us Help You Grow — Join the 2027 High Growth Study
Hinge has just released the survey for the 2027 edition of the High Growth Study—the most comprehensive analysis of professional services marketing and what drives exceptional growth and profitability. For well over a decade, this study has uncovered the specific strategies and…
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Why AI Isn’t a Magic Marketing Machine
You only have to look at the stock market to see that people perceive artificial intelligence as an expanding universe of potential (as well as a threat–another topic for another time). But that’s not the only place where expectations for the technology are sky-high. We see it…
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What’s Broken? Your Marketing or Your Positioning?
Hoo boy! Today’s professional services firm marketers have a lot to think about: AI is everywhere, but harnessing AI’s true potential isn’t easy. The marketplace is mired in uncertainty, so figuring out what to do next can feel like a guessing game. Competition is fierce, and…
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The Firm Naming Process Demystified
Last week I answered the question, why do firms change their names? Today, I want to explain how it’s actually done. What goes on behind the scenes? How do professional namers approach the challenge? Since Hinge has named or renamed dozens of professional services firms,…