May 17, 2022
Brands within brands
How should firms approach brand messaging for individual product/sector groups, without causing internal chaos or…
May 9, 2022
Differentiating through brand experience
Professional service firms can build their brand reputation by studying how the best consumer brands deliver innovative…
May 4, 2022
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…
April 25, 2022
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…
April 12, 2022
How thought leadership drives brand reputation
In a ‘digital-first’ marketing environment, the role of thought leadership in building brand reputation is growing…
April 5, 2022
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…
March 29, 2022
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…
March 15, 2022
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…
March 2, 2022
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.
February 8, 2022
Power of a mass-niche strategic brand positioning
A mass-niche positioning can be a potent way for a professional services firm to stand out in a crowded market.
January 10, 2022
Brand = strategy made visible
A confident and successful business doesn't hide its strategy — it should be visible in its brand.
December 16, 2021
Brand differentiation on Zoom?
Brand differentiation is harder to project in a virtual world. What does that mean for client experience?
December 7, 2021
An American Law Firm in London
What are the branding issues for US-headquartered law firms in the London market?
November 23, 2021
Strategy needs an organising idea
A good strategy needs an organising idea to give it the spark of life. This article explains why.
November 17, 2021
ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
November 10, 2021
Purpose needs a proposition
Purpose is power in branding today. But it needs a strong proposition to unlock its full potential.
September 23, 2021
Brand is demand
The brand of a premium professional services firm drives more than 50% of its profitability.
July 12, 2021
Branding: Sometimes it really is rocket science
Two learnings from the new space race for other knowledge-led businesses staying on the ground.
July 6, 2021
Disruptor or disrupted?
These days if you're not a disruptor brand, then you're almost certainly being disrupted. Some of the disrupted have…
July 5, 2021
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…