Online Video Toolkit The Shattuck Group has created a complimentary video toolkit just for professional services leaders that includes many examples and ideas. >> Watch the Online Video Toolkit

"We developed these videos for just a few hundred dollars apiece," said the vice president of marketing, "but we've gotten less-than-positive responses from clients and partners who've seen them. What do you think?"

I watched the opening 30 seconds or so of the four online videos while he spoke. It was pretty clear to me why their clients and partners were not impressed. "Mark," I asked, "what business objectives were you trying to accomplish using these videos?"

"Well," he said, "we were trying to do two things really. We wanted to position the features and benefits of our new service in a compelling way other than a brochure. But more than that, we wanted to present ourselves as a cool, cutting-edge company who uses online video, you know, to make our brand look interesting."

"My biggest concern," I said after a long pause, "is that you've actually damaged your brand."

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