A good strategy needs an organising idea
A good strategy needs an organising idea to give it the spark of life. This article explains how a brand-led approach…
ESG. Brand differentiator or qualifier?
Firms need to be clear-eyed and strategic about evolving their ESG capabilities and policies to avoid getting mixed up…
Purpose without proposition is an empty promise
In branding today, purpose is power. But it's all too easy to fall short because purpose needs to contain a strong…
Brand is demand
The brand of a premium professional services firm drives more than 50% of the overall firm's annual profitability.
Branding: Sometimes it really is rocket science
Two learnings from the new space race for other knowledge-led businesses staying on the ground.
Disruptor or disrupted?
These days if you're not a disruptor brand, then you're almost certainly being disrupted. Some of the disrupted have…
Branding is a whole-firm sport
Branding can be superficial. That's not a cynical view; it's just that there's no absolute necessity that what's…
The 3 ingredients of every successful brand
Every successful brand that has ever been, or ever will be, is made up of the same three ingredients: truths, wants and…
The power of brand symbols
Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…
Brand & Culture
The inextricable link between brand and culture for law firms, professional service firms and other knowledge-led…
Branding is easy. Partnerships are hard.
Do you see branding as an opportunity to put marketing at the heart of the firm's overall business strategy, or a…
Brand communications. Talking to the hand.
90% of the market probably knows little to nothing about your firm. What an opportunity!
Brand and leadership behaviours
Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…
Brand differentiation
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
Law firm branding | 12 steps to success
Insights on law firm branding, distilled from deep experience advising many leading international firms
An American Law Firm in London
US-headquartered law firms are making significant headway in the London market. What are the branding issues?
Strategy: from wish list to to-do list.
In knowledge-led businesses, strategy is often seen as a wish list rather than a to-do list by people inside the…
Strong brands are more profitable
Knowledge-led businesses with strong brands are 2-3 times more profitable than their peers.
Brand = strategy made visible
A confident and successful business doesn't hide its strategy — it should be visible in its brand.
Develop your partners’ brands
How to help partners in knowledge-led businesses develop their personal brands.