Brand architecture

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…

Personal branding for partners

Personal branding for partners

As CMO how can you help partners who are brilliant technicians, but not yet brilliant marketers, develop their personal…

Top 50 law firm brand rankings

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…

Brand thought leadership

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

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?

Brand and leadership

Brand and leadership behaviours

Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…

The 3 ingredients of every successful brand

Every successful brand that has ever been, or ever will be, is made up of the same three ingredients: truths, wants and…

brand communications

Brand communications. Talking to the hand.

90% of the market probably knows little to nothing about your firm. What an opportunity!

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…

Brand visual identity

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…

Differentiating through brand experience

Professional service firms can build their brand reputation by studying how the best consumer brands deliver innovative…

Brand tone of voice

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…