After receiving her M.B.A. in 1992, Daniels worked as a consultant until she joined the marketing team at Cambridge Technology Partners in 1997. It is particularly difficult because you are marketing something that is invisible. The buyers of our services cannot see or touch what they will receive. As head of Concero's marketing activities, Daniels manages both the company's corporate and field marketing. The work can be difficult, she said.
Service companies can get very delivery-focused.
It's easy not to market when you're busy, but you must have a forward vision and continue marketing activities at all times. Daniels's forward vision includes her leadership of the organization's positioning and branding initiatives. Founded in 1989 as PSW Technologies, the consulting and systems integration firm established a marketing project last year that culminated in a brand relaunch in April 2000. PSW was a software engineering company with deep technological expertise, but it had moved into e-business consulting, said Daniels. A name should support your brand, and we needed to catch up with what we had evolved into, so our rebranding also included a new corporate identity and name.