OUR EXPERIENCE
We have unrivalled expertise and experience working with the world’s leading b2b and professional service firms to strengthen their brand reputation and ignite strategic growth.

Linklaters


One of the first international firms to invest leadership time and energy in law firm branding to create a globally unified brand.

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White & Case


Positioning White & Case as a global law firm with a distinctive ‘G20 flavour’ through powerful messaging and thought leadership.

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KPMG


Repositioning KPMG Management Consultants—the fastest growing division of one of the Big 4 professional service firms.

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Mayer Brown


Developing a new brand strategy for a distinctively global law firm, delivering excellence across four continents.

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PA Consulting


New purpose-led brand positioning for one of the world’s leading innovation and transformation consultancies.

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Baker McKenzie


Helping the pioneering firm, that invented the first 20th-century global law firm brand, reinvent it in the 21st.

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ABOUT US

We specialise in supercharging the brands of premium b2b and professional service firms.

We're specialists in a world of generalists.
 

Our sweet spot is helping leaders of premium b2b and professional service firms get their arms around their brand strategy— transforming it from a passive wrapper for services into an active engine for strategic growth.

 

Our work sets them up with a clear brand strategy that will power their marketing programmes for at least a decade and often much longer.

 

Brands are much more than logos we work with our clients to define a brand platform that brings their strategy to life, defines their proposition, and inspires actions that change market perceptions and drive demand.

 

Premium b2b and professional service firms can be tough to navigate — but we know how — we’ve worked with hundreds of them. From huge, global organisations operating across every continent and every major economy, to boutiques operating from one location. 

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OUR INSIGHTS

How to use brand for transformation – not for decoration 

 

See all our insights

Big Law – the future Global Elite brands

After many years of hesitancy, the race to become one of the undisputed global elite law firm brands is now on.

Users & Choosers: Balancing both in professional services branding

A professional service firm's brand needs to be strong in two domains – users and choosers – one is often overlooked.

Brand: The Key to 50%+ Profitability

The brand of a premium professional services firm drives more than 50% of its profitability. Manage it carefully.

2023 Global Top 50 law firm brands + a decade of change

Principia's 2023 Global Top 50 Law Firm Brands Index focuses on the changes in brand rankings over the last decade and today's snapshot.

Strategic brand positioning for B2B and professional service firms

Or how to win before the tender is even called.

Brand is Culture. Culture is Brand.

The inextricable link between brand and culture for law firms, professional service firms, and knowledge-intensive B2B businesses