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.
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.
Brand = strategy made visible
A confident and successful business doesn't hide its strategy — it should be visible in its brand.
Brand differentiation on Zoom?
Brand differentiation is harder to project in a virtual world. What does that mean for client experience?
An American Law Firm in London
What are the branding issues for US-headquartered law firms in the London market?
Strategy needs an organising idea
A good strategy needs an organising idea to give it the spark of life. This article explains why.
ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
Purpose needs a proposition
Purpose is power in branding today. But it needs a strong proposition to unlock its full potential.