In addition to the stories we write or the compelling ideas we develop for our clients, we have some views of our own. They span Marketing & Communications topics like crisis management or the relevance of purpose & trust for a successful CEO positioning but also more personal brand experiences from stays in China.
So why don’t you check out our news or follow us on LinkedIn? LinkedIn!
Thyssenkrupp’s new CEO writes LinkedIn post on his first day: Manager Magazin rips it
Thyssenkrupp's new CEO Miguel López positions himself as a social CEO. But Manager Magazine is ripping his LinkedIn post on the 1st day of work. Why that?Go to article
Why every third corporate influencer program in consulting fails
No one wants to be a clone warrior or a corporate parrot.
Smart strategy consultants and savvy accountants certainly don't. That's one of the reasons why one in three corporate influencer programs in consulting fails. Depending on the size of the house even more.
‘Project Magnolia’ by McKinsey: Should you put your own Marketing team to the test?
In 'Project Magnolia', McKinsey is cutting up to 2,000 jobs - including in Marketing. ⏭ Read in my op-ed piece what you can learn for your own Marketing organization!Go to article
Are you like a Swiss Army knife in your positioning?
Yesterday, I inelegantly stepped on a CEO's toes.
"Why are you a swiss army knife?
Why aren't you Yanagiba, a high quality sashimi knife?"
Seven alpha chess tips for higher visibility for women in consulting
Alpha chess for women boosts your visibility. Learn how to plan chess-like strategic moves in advance to be successful in your career! Become more visible with #MBS.Go to article
Jaywalking in consulting: Be smarter than your competitors
In 80% of the cases I jump the red light - at least when there are no children or police around. I'm probably too impatient or my mind is elsewhere. This is called "jaywalking" in the US-speaking world.Go to article
More courage to express an opinion needed in consulting
If you are a leader in consulting, demonstrate courage and edge in your opinion! #MBS positions you successfully! Your differentiation becomes your trademark.Go to article
Medium size is never mediocre: Four tips for brand positioning in consulting
Can mid-sized consulting firms also successfully make their brand visible, even though the MBBs dominate the field? Four concrete tips for brand positioning based on my two decades of experience as a CMO in the Professional ServicesGo to article
Visibility for women in consulting through strategic personal branding
Women in consulting suffer from the bias: Either they have too much or too little visibility. ⏭ Read my op-ed about four success profiles on LinkedIn with a steep learning curve for yourselfGo to article
CEO reputation: Enormous opportunity and many challenges
How to achieve successful CEO positioning
Numerous DAX leaders with previously excellent CEO reputations have lost their posts in recent weeks. Herbert Diess at VW, Stephan Sturm at Fresenius, Stephan Schäfer at RTL and Kasper Rorsted at Adidas.
Other CEOs, such as those of Henkel and SAP, are no longer sitting quite so securely in the saddle due to performance problems.
Authenticity and storytelling: A dangerous balancing act
What do a tearful CEO, Finland's celebrating prime minister, a top executive faking his Alpine crossing on a road bike and my #MBS client's luxury watch have in common?
The dangerous balancing act around authenticity and storytelling!
Marketing trends in consulting: Why you should not drive every cow through the village
Do you know the bell curve of Carl Friedrich Gauss?
When it comes to spreading trends, the bell curve is a popular discussion in marketing studies. There are the brave early adopters. At some point, the mainstream will come. And you are well advised not to be one of the Hazards. These adapt trends only after they have already passed. Just like everyone wears white sneakers even with a dark business outfit. Even if it looks more like Bad Wörrishofen than Milan: It's hip right now.
The successful social CEO: Strong arguments for digital visibility
Definition Social CEO
Social CEOs are CEOs who use social media such as LinkedIn or Twitter to put a human face on the company, the brand and its goals.
These modern personal brands are still the exception rather than the norm in Germany.
But the strong professionalization of this stakeholder communication in the last two years is proof:
The trend toward the CEO as the top corporate influencer is irreversible.
Why smart CEOs empower their teams on LinkedIn
Four reasons why smart CEOs should support the personal branding of young consultants on LinkedIn. Plus: My helpful tips on the five questions I hear most often.Go to article
Consulting CEOs belong in the spotlight – even if they are only primus inter pares
This is how great ghostwriters can support your positioning
When I saw the YouTube video of Herbert Diess with Elon Musk test driving the ID3 in an airplane hangar at night, I thought "How cool!". Whereby the word "cool" for a seasoned DAX CEO already hints at a possible dissonance. Even when Elon Musk joined the VW managers' meeting in the fall via video link, I found:
"Wow, quite provocative!".
The power of the human factor in consulting
The human factor is becoming increasingly important in consulting. What you can learn from Oliver Wyman's corporate influencer strategy around two partner hires.Go to article
Thought Leadership for Consultants: You have 60 seconds!
Three out of four decision makers say: Less than every second study provides me with valuable insights. One in three rates thought leadership as 'mediocre', 'poor' or even 'very poor'. And CEOs' time to spend on studies continues to be just a single hour per week. Mind you, for all 200 to 300 studies he/she receives weekly.Go to article
Visibility as a career booster for women in consulting
If you ask me what I do, I answer: Reputation bodyguard!
I build people as a strong brand and protect them and their reputation. I have been doing this with passion for more than two decades, especially in Professional Services. At the latest when a partner at Andersen Consulting - now Accenture - simplified a highly complex problem for me on a napkin in the cafeteria, the industry became my home.
66 tips on personal branding on LinkedIn
You can no longer avoid social CEOs . DAX company leaders like Tim Höttges(Deutsche Telekom), Christian Klein(SAP) or Herbert Diess in his VW days are celebrated for their LinkedIn activities. More and more executives are setting their digital footprint as a person brand . They show themselves to be approachable and authentic.Go to article
Why leaders in consulting need personal branding on LinkedIn too
Personal branding has become mandatory for executives in social media - is one of the theses of a recent BDU study. I discuss in my op-ed whether or not leaders in consulting can still do without a clear positioning in LinkedIn.Go to article
With differentiated positioning and a strong brand, consulting firms can generate 20% more revenue.
With a differentiated positioning and a strong brand, consulting firms can generate 20%-40% more revenue. ⏭ Find our more about smart end-to-end solutions from #MBS and Cardea AGGo to article
Cardea AG and Mathony Brand Strategists (MBS) join forces
End-to-end solutions for the positioning of consulting firms. This is the new joint offer from Mathony Brand Strategists (MBS) and Cardea. Their experts work hand-in-hand to develop a sustainable differentiating positioning and effective marketing for consulting brands.Go to article
The seven sins of PR – and how to elegantly avoid them in consulting
Professional PR: What laws should be considered? I reveal seven no-go's of PR in professional services in my op-ed on Consulting.de and give concrete tips on how to avoid them.
Tanker vs. speedboat: Which PR strategy suits modern consulting best?
Which PR model will work best for Professional Services firms in the future? Complete outsourcing to PR agencies, large in-house press teams, or practice-specific specialists? And how does that fit with the wishes of successful rainmarkers, who would clearly prefer a continuous content engine for their own practice? In my current #BeraterBeraterin column on Consulting.de I analyze the dilemma.
The battle of the consulting brands: Pole position vs. the niche? Commentary on the consulting study by Prof. Fink
In my current #BeraterBeraterin feature, I address the findings of the "Management Consulting 2021" study by Prof. Dietmar Fink and Bianka Knoblach. On Consulting.de, I present six hypotheses for marketers in consulting.
In doing so, I seek (and find) answers to the questions: Is there a profitable life next to McKinsey, Boston Consulting Group and Bain?
And: What strategic conclusions can be drawn from this for brand positioning in Professional Services?
Those who demand visibility should seek the limelight: An appeal to female consultants
"If you're not visible, you don't take place" - is a saying. When it comes to personal branding, I encounter gender-specific differences. On LinkedIn, many female consultants in consulting or auditing act completely differently than their male counterparts.
In my new #ConsultantforConsultants feature on CONSULTING.de, I raise the question:
Where does this reticence come from?
Why do Julie Sweet, CEO Accenture, or Julie Teigland, Head of EMEIA at EY, remain the exception?
I put forward five theses and give concrete tips to change this!
Outlook 2021 – The top 10 Marketing & Communications trends for Professional Services
What comes? What remains? What's going on in marketing & communications for professional services players?
What should strategy consultancies, auditing firms as well as law firms be as well as law firms should be thinking about whilst finalizing their 2021 marketing plans and budgets?
My latest column as #BeraterBeraterin (ConsultantforConsultants) on Consulting.de.
Authenticity: Why this hype is dangerous in Marketing
The current authenticity hype sounds like THE recipe for success for external communications. Especially for strategy consultants or auditors, for whom differentiation in corporate and personal branding is key.
BUT the whole authenticity mantra has its limitations - especially when it comes to the distinction between personal and private narratives.
Five concrete tips for professionally authentic communications.
Breaking the glass ceiling with personal branding
The "Reykjavik Index for Leadership" is a bitter pill for women with career ambitions.
With 66 out of 100 index points, Germany is still a long way from a society in which men and women are ascribed the same aptitude for leadership.
This puts Germany at the bottom of the list among all G7 countries!
In co-authorship, Melanie Arens (Kantar) and Susanne Mathony (Mathony Brand Strategists) look at the index, interpret the results & give tips for personal branding of women.
Showing attitude – Is CEO activism the order of the day for consultants now?
A publicly communicated stance on sociopolitical issues from business leaders is no longer a rarity. But where does this new CEO activism come from? How should strategy consultancies and auditors respond to this trend?
In my #BeraterBeraterin column on Consulting.de I provide some insights.
Personal branding: “People buy from people – not simply products.”
Personal personal is becoming increasingly important in terms of career opportunities. In an interview with marktforschung.de, personal branding and social selling consultant Susanne Mathony explains why she advises employees and companies to leverage social media and reveals her personal top tips for LinkedIn.Go to article
Modern storytelling: What consultants can learn from cowboys
Heroic journeys are crucial - especially for those in B2B who have to win clients and prospects.
Not only Hollywood movies but also the Markering tool of storytelling work according to same dramaturgical building principle in the 'content is king' era.
In my column, I dispel the myth that good stories are not for strategy consultants, auditors or lawyers.
On the contrary:
If you want to make your USP 'touchable' in your battle for visibility in pitches or studies, you can't avoid stories.
The shared myth of Porsche drivers and management consultants
Only 1% attribute consultants a positive image. For 43% the consulting profession has negative connotations; i.e. holds the final lantern in prestige. This is the result of the study "OpinionTRAIN 2020".
As a marketer I know: Perception is reality!
In my column as #ConsultantforConsultants on Consulting.de I outline the three core problems and give concrete tips for marketing and positioning.
Mask Makeup: The Best Makeup To Wear With Your Face Mask
Face masks have become the new unexpected fashion accessory in times of COVID19.
As it seems as though they are going to stick around for a good while, here are some professional makeup artist's thoughts on mask makeup
and eight very concrete tips and helpful tricks on how to adapt your makeup routine.
Why McKinsey has nothing to do with the Kardashians: The challenges of Influencer Marketing in B2B
Influencer marketing is on the rise in many industries. Even in consulting, there are now "influencers" with relevant reach.
Could this really be an option? Would it work to market highly complex and quite pricy consulting services via YouTube videos and LinkedIn posts?
Marketing consultant Susanne Mathony analyses the situation.
What do a holiday in Italy, the ID.3 from VW and Buyer Persona have in common?
Under COVID19 consulting firms have to differentiate themselves even more than ever. Hence they are in desperate need of truly tailor-made business content.
Two tricks to win on this battleground: a brand specific tone of voice and buyer persona.
In her column, consultant Susanne Mathony covers the three killer R's:
Reputation, relationships and revenues.
Makeup for Zoom: 7 expert tips to look your best on screen
Working from home seems to become the #newnormal for many among us.
Zoom conferences and video calls are turning into a new standard for conducting business.
Luckily, to look your best also on a badly lit screen doesn't take a lot of effort!
Here are seven professional makeup artist tricks to help make you camera-ready!
Employer Branding – Are management consultancies now becoming Love Brands?
Despite the global pandemic McKinsey is planning to hire 850 new employees, BCG 800.
Hence the #ConsultantForConsultants Susanne Mathony is wondering in her bi-weekly column for @Consulting.de:
Will top talents continue to knock down the doors of the big consulting firms? And how does employer branding need to look like after COVID19 in order to win this demanding target group?
The Highlander or the Musketeers? What applies to consultants on LinkedIn?
What is the recipe for success? Putting the CEO in the social media spotlight OR the individual consultants? I am analyzing as #BeraterBeraterin on Consulting.de the LinkedIn presence of various consultant bosses and give strategic recommendations on the question of "lone wolf or team".Go to article
The battle for thought leadership: Seven hacks for effective studies
The battle over thought leadership hasn't just been raging since COVID19 in the Professional Services industry. Countless studies vie for the attention of C-suite and journalists on a daily basis. In my colum on Consulting.de I am revealing seven tricks for highly successful content marketing.Go to article
It’s time for the female shift in consulting – Six levers for more women at the top
Women are still underrepresented at the top of consulting firms. #ConsultantForConsultants Susanne Mathony writes in her bi-weekly column for @Consulting.de which levers could serve as career accelerators for women whilst the COVID19 crisis and thereafter.Go to article
Which trump card stings best? Brand, people or services?
Is there a secret recipe when it comes to Marketing for Professional Services players?
Should consulting firms or the Big 4 put a strong brand, special services & products or their people in the spotlight?
In her column, consultant Susanne Mathony describes when you play which trump card best.
Consultants and their Purpose: Is now the era of real meaning under COVID-19?
Purpose: a term that is becoming increasingly important especially in times of crisis.
But what is the current situation with 'purpose'?
Do good deeds finally follow fine words? Consultant Susanne Mathony asks the question about the pro bono Marshall Plan.
If all events are cancelled due to COVID-19 – Four concrete recommendations for action
Consultants also need consulting. Especially if the Marketing plan has been thrown over because of COVID-19. Consultant advisor Susanne Mathony describes what needs to be done now.Go to article
“The era of ‘Deutschland AG’, where you met clients on the golf course or with the Rotarians, is long gone.”
Is it sufficient to go golfing as a consultant or is it important to build a "personal brand" at LinkedIn? On which social media channels should you be present? And how should one act there? In the second part of the interview, we talked about these questions with Susanne Mathony, CEO & Founder of Mathony Brand Strategists. She has more than two decades of experience in Marketing and Communications for Accenture, Strategy& and Russell Reynolds Associates, among others.Go to article
“The only way to stand out from the consulting crowd is with a differentiating brand.”
How do you manage to be visible on the market as a consultancy? Is thought leadership still the means of choice to charge your own brand with competence? CONSULTING.de spoke with Susanne Mathony, CEO and Founder of Mathony Brand Strategists. She has more than two decades of experience in strategic Marketing and Communication for Accenture, Strategy& and Russell Reynolds Associates, among others.Go to article
Thought Leadership – The Holy Grail for strategy consultants & the Big 4
Done properly, Thought Leadership is the ultimate expression of a professional services player's competence. We at #MathonyBrandStrategists have created a Thought Leadership guide for you. It has seven steps and helps you telling to sell.Go to article
Sex sells! Still? How so not progressive!
And sometimes you have to admit meekly to your daughter that "well meant" in Marketing & Communications is not necessarily the same as "well executed".Go to article
How to be the brand police’s best friend!
Brands differentiate you from your competitors. So why are some business professionals diluting their message by presenting something inconsistent with their corporate messaging?Go to article
How consulting firms prevent #MeToo branding
Our whole lives revolve around words – written, spoken, felt. Even a little, simple “the” can be powerful.Go to article
Susanne Mathony founds „Mathony Brand Strategists“ – An interdisciplinary, international network of successful experts for optimal brand value
Press Release: Munich, February 26, 2019
"Successful branding starts with having a first-class strategy to convince and retain the most diverse target audiences. Excellent products and services, compelling stories and a great reputation are essential components, but need a strategic foundation for a brand to fully thrive.”
Technology will save brick-and-mortar. Yes, you read that right.
Bargain hunters frantically push and shove, elbows poised, ready to wrestle any opponent.Go to article
Is Alexa eating brands for breakfast? Marketers: watch out!
Picture this: It’s a hectic morning. You have countless meetings ahead, so you gobble down breakfast in your kitchen.Go to article
This is Uber 2.0 – Why trust matters
Uber has gone through turbulent times. A string of scandals – from sexism and passenger assault claims to intellectual property theft, multiple lawsuits, battles with regulators and a massive data hack – has rocked the ride-hailing company.Go to article
#MentorHer: Make a life by what you give!
When questioned about the secret sauce of success, I am always stating: Have great mentors.Go to article
Rule #1: In a crisis, always stick to the truth!
I got an unintentional refresher of key principles in crisis communications, when I stranded last week at Luxemburg airport due to snow chaos.Go to article
Is Apple’s brand police blind? A weird surprise in Hongkong.
Everyone has a favorite brand or in lingo: a true love brand. This describes the status of deep emotional, passionate bonding with a brand. It is the holy grail of MarketingGo to article
Owning a bike is oldfashioned – sharing like in China is the future!
Wherever I walk these days in Shanghai, I become aware that now as the ride-hailing wars have disappeared, the latest war is bike-sharing or better bike-rental.Go to article
David vs. Goliath in China: NIO’s powerful slingshot
When we were kids, most of us were spellbound by the David & Goliath-saga, where the young hero used an unconventional method – a simple sling and smooth stones – to defeat the giant.Go to article
Where are the digital csarinas for Europe? Sheryl, please help!
Digitalization and its fundamental implications are dominating the news.Go to article
Two reasons for Tesla and NIO to skip IAA – and why this is smart Marketing
China is the world's second biggest economy - nonetheless it only has two players on Interbrand's Best Global Brands list: Huawei @ No. 72 and Lenovo @ No. 99.Go to article