Brand differentiation in professional services
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
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…
Navigating the complexities of law firm branding: strategies and tips
Law firm branding – how firms manage their image and reputation – is an increasingly important part of strategy. Here's…
Big Law – the future Global Elite brands
After many years of hesitancy, the race to become one of the undisputed global elite law firm brands is now on.
Users & Choosers: Balancing both in professional services branding
A professional service firm's brand needs to be strong in two domains – users and choosers – one is often overlooked.……
Brand: The Key to 50%+ Profitability
The brand of a premium professional services firm drives more than 50% of its profitability. Manage it carefully.
2023 Global Top 50 law firm brands + a decade of change
Principia's 2023 Global Top 50 Law Firm Brands Index focuses on the changes in brand rankings over the last decade and…
Strategic brand positioning for B2B and professional service firms
Or how to win before the tender is even called.
Brand is Culture. Culture is Brand.
The inextricable link between brand and culture for law firms, professional service firms, and knowledge-intensive B2B…
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…
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…
Personal branding for partners
As CMO how can you help partners who are brilliant technicians, but not yet brilliant marketers, develop their personal…
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?