Brand differentiation
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
Strategic brand positioning for professional service firms
Or how to win before the pitch is even called.
Brand drives demand
The brand of a premium professional services firm drives more than 50% of its profitability.
Strong brands are more profitable
Knowledge-led businesses with strong brands are 2-3 times more profitable than their peers.
Symbols & substance – brands need both
Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…
Strategy: from wish list to to-do list
In professional services, strategy is often seen as a wish list rather than a to-do list by those inside the firm. A…
Partners have brands too
How to help those who are brilliant technicians, but not yet brilliant developers of business, develop their partner…
Challenger brands in professional services
Challenger brands are relatively rare in professional services – despite conditions being ripe for many mid-sized firms…
The power of category brands
Category brands are everywhere in the elite professional services market. Their value and impact are often overlooked.
Brand identity matters
We live in a highly visual world, so when it comes to communicating the proposition of a professional services firm,…
Specialists in a world of generalists
In the premium legal market, a few firms have swum against the tide and overtly positioned themselves as super-focused…
Brands within brands
How should firms approach brand messaging for individual product/sector groups, without causing internal chaos or…
Differentiating through brand experience
Professional service firms can build their brand reputation by studying how the best consumer brands deliver innovative…
Why brand architecture gives CMOs a headache
Brand architecture is market signposting. It helps clients navigate and make sense of a professional service firm's…
How to do brand strategy in a partnership culture
Do you see branding as an opportunity to put marketing at the heart of the firm's overall business strategy, or a…
How thought leadership drives brand reputation
In a ‘digital-first’ marketing environment, the role of thought leadership in building brand reputation is growing…
How to define brand tone of voice
It's not just what you say, it's how you say it. Tone of voice is the yin to the yang of key messages when it comes to…
The power of key messages
From philosophy to business, if you want to communicate your brand story in a way that cuts through the clutter, key…
A (very) concise history of branding.
The 'art of branding’ has become more sophisticated over time as brands have evolved from products to services and…
Big Law – the future global elite brands
The competition to become one of the undisputed market-leading global law firm brands is still very much an open race.