Brand is Culture. Culture is Brand.
The inextricable link between brand and culture for law firms, professional service firms, and knowledge-intensive B2B…
Branding is easy. Partnerships are hard.
As CMO of a professional services firm, do you see branding as an opportunity to put marketing at the heart of the…
Why brand architecture gives CMOs a headache – and how relieve the pain
Brand architecture is market signposting. It helps clients navigate and make sense of a professional service firm's…
Challenger brands in professional services and B2B
Challenger brands are relatively rare in professional services and B2B – despite conditions being ripe for many firms…
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…
ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
Law firm brands & New York. If you can make it there…
In law firm branding, 'big in New York' counts for a lot. Fortunes have been won and lost attempting it.
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…
Brand = strategy made visible
A professional service firm’s brand should be the bridge between its overall strategic plan and its day-to-day…
Make brand your bridge between marketing and strategy
How to make your brand the bridge between your day-to-day marketing activities and your firm's strategic marketing…
Personal branding for partners
As CMO how can you help partners who are brilliant technicians, but not yet brilliant marketers, develop their personal…
Brand = strategy made visible
A professional service firm’s brand should be the bridge between its overall strategic plan and its day-to-day…
Brand ranking the Am Law 100: 2023 + a decade of change
Our latest brand rankings of the Am Law 100 firms show that over a more extended period, there are some big risers and…
Brands within brands – macro and micro
In professional services, brands must work on a macro and micro level. How to do both well without getting tied in…
How thought leadership drives brand reputation
In a digital-first environment, thought leadership's role in building brand reputation has grown fast; but what is it,…
Branding is a whole-firm sport
Branding can be superficial. But, if it is only skin deep, it's not going to be transformative.
Purpose is dead. Long live purpose.
Two years ago, brand purpose was the hottest show in town. Today it's tumbleweed. What happened? Did we stop caring?
Strategy needs an organising idea
A good strategy needs an organising idea to give it the spark of life. This article explains why.
Brand and leadership behaviours
Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…
Brand positioning or brand proposition?
Brand positioning and brand proposition are not the same things, and it's important to know where your brand focus…