November 16, 2022
Symbols & substance – brands need both
Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…
November 8, 2022
Strategy: from wish list to to-do list
In professional services, strategy is often seen as a wish list rather than a to-do list by those inside the firm. A…
October 4, 2022
Challenger brands in professional services
Challenger brands are relatively rare in professional services – despite conditions being ripe for many mid-sized firms…
August 31, 2022
The power of category brands
Category brands are everywhere in the elite professional services market. Their value and impact are often overlooked.
June 22, 2022
Brand identity matters
We live in a highly visual world, so when it comes to communicating the proposition of a professional services firm,…
June 6, 2022
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…
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 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 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.
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 17, 2021
ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
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…
March 23, 2021
Brand & Culture
The inextricable link between brand and culture for law firms, professional service firms and other knowledge-led…
May 6, 2020
World’s Top 50 ‘US’ Law Firm Brands 2020
Our new analysis and rankings of the Top 50 US law firm brands. Snapshot of performance before the virus hit.