Webinar: How Lutz Built a Top 20 Brand From the Inside Out

Lutz is a mid-sized firm that consistently ranks in the top 20 of the Remarkabrand Index. That didn’t happen by accident. Join Mike Jones and Sam Pagel of Resound for a conversation with Merrick Aurora, Chief Marketing Officer at Lutz, about how her firm got there.

We’ll open Lutz’s Index scorecard and look at what it measures. Then Merrick will share what’s behind the numbers: why Lutz started with a strong internal brand, how they keep one unified brand across divisions, and how it’s helped the firm grow. You’ll leave with ideas you can use at your own firm, and an opportunity to get your own custom scorecard for free.

Bring your questions. We’ll save the last 15 minutes for open Q&A.

Speakers

Mike Jones, CEO Partner at Resound

Mike is an award-winning brand consultancy owner, author, speaker, and strategist, helping accounting firms make their brands remarkable with authentic identity and storytelling. When he’s not doing all that jazz he’s building LEGO with his kids, reading a history book, or drinking a good cup of coffee…sometimes all three at the same time.

Sam Pagel, COO & Partner at Resound 

Sam leads video production and brand storytelling at Resound, helping accounting firms communicate their identity authentically through strategic visual content. He worked alongside Resound for over 6 years before officially joining forces. When he’s not behind the camera or in the editing bay, Sam is embarking on adventures with his wife, Ashley, and their three little kiddos.

Merrick Aurora, Chief Marketing Officer at Lutz

Merrick Aurora, Chief Marketing Officer, began her career in 2014. Since joining Lutz, she has advanced from a marketing coordinator to the firm’s first CMO—building both a high-performing team and a trusted brand along the way.

In her role, Merrick leads the development and execution of Lutz’s brand strategy across all offices, ensuring alignment between internal culture and external messaging. She fosters cross-divisional collaboration and works closely with firm leadership to elevate the client experience and fuel growth. Her strengths lie in connecting the firm’s vision with divisional goals, enhancing business development efforts, and generating proactive ideas that keep the firm moving forward. Known for her energy and clarity, Merrick excels at bringing large-scale projects to life and advancing strategic initiatives that drive the firm’s momentum.