Challenger brands in professional services
Challenger brands are relatively rare in professional services – despite conditions being ripe for many firms to…
The bridge between marketing and firm strategy? Your brand.
Why brand is the only mechanism capable of aligning day-to-day marketing with the firm’s long-term strategic intent.
Quality × Quantity: the simple maths behind brand saliency in professional services
What separates the chosen few from the forgotten many is brand saliency.
Brand Power and Profitability: Principia’s Top 40 Law Firm Brand Index (US-HQ)
In a market awash with sameness, professional services firms face a simple choice: position themselves clearly or risk…
Position or Perish: Why Professional Service Firms Must Stand Out to Survive
In a market awash with sameness, professional services firms face a simple choice: position themselves clearly or risk…
Branding is easy. Partnerships are hard.
Branding should be simple. Define what you stand for, communicate it clearly, and live up to it. But in partnerships,…
Shifting Market Perceptions: A Strategic Approach to Branding in Professional Services
How a well-executed branding strategy can reshape market perceptions of who your firm is and what you do.
BIG B BRAND vs little b brand: Rethinking Branding in Professional Services
Many CMOs in professional service firms find it challenging to discuss branding with leadership teams. This concept can…
Brand and Leadership Behaviours: Driving Change
Brand strategy isn’t only about shaping external market perceptions; it’s also a powerful mechanism for driving…
The magic of a ‘mass-niche’ strategic brand positioning
A mass-niche positioning can be a potent way for an elite professional services firm or knowledge-intensive B2B…
Growth Marketing Meets Professional Services: A New Old Way to Think About Branding
Growth marketing principles are profoundly relevant to the strategies and brands of today’s high-performance…
Strategic Branding for Professional Service Firms: Confronting Today’s Challenges
How strategic branding can help firms differentiate, unify, and inspire in an increasingly competitive market
Symbols & substance – great brands do both
Brand symbols are potent assets that project what a professional service firm stands for in the market for clients and…
Brand = strategy made visible
A strong brand narrative and positioning can ignite strategy, align leaders, engage teams, and inspire actions that…
Is your firm’s AI client experience model Starbucks or Deliveroo?
Professional service firms must add brand and marketing people to the teams developing their AI technology strategy.
Brand Strategy: Positioning or Proposition for Growth?
Understanding the distinction between positioning and proposition is key to crafting brand strategy for a professional…
Innovation Unplugged: Moving Beyond Operational Tech in Professional Services Innovation
True innovation in professional services must go beyond embracing new technologies in a firm's own operations. Find out…
From promise to practice: bringing your Client Value Proposition to life in pitches
Demonstrating a compelling Client Value Proposition (CVP) is an essential part of your brand strategy.
Branding your strategy: how CMOs can lead with a big organising idea
A good strategy needs an big idea to give it the spark of life. This article explains why CMOs should help with this.
From Big Four to Bulge Bracket: How category brands shape the professional services industry
Category brands are everywhere in the elite professional services market. However, their value and impact are often…