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…
Brand ideas bring strategy to life
Good strategy needs a big idea to give it the spark of life. Your brand is the best place to start.
Brand purpose
Put brand purpose at the core of your strategy – not just as a slogan on your website.
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.
Brand differentiators on Zoom?
Most professional service firms have hardly begun to think about how their firm is presented virtually.
World’s Top 50 ‘US’ Law Firm Brands 2020
Our new analysis and rankings of the Top 50 US law firm brands. Snapshot of performance before the virus hit.
Leading into the economic storm
CMOs can best help their firms in the coming downturn by forcing groups to rethink, refresh and reinvent their…
Building brands within brands
How should firms go about building brands within brands without causing internal chaos or external confusion?
The advantage of brand experience
How professional service firms can build competitive advantage by studying how the best consumer brands are delivering…