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

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 or brand proposition?

Brand positioning and brand proposition are not the same things, and it's important to know where your brand focus…

Law firm branding

Law firm branding

Insights on law firm branding, distilled from deep experience advising many leading international firms

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!

Brand differentiation

Brand differentiation

Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…

Strong brands are more profitable

Knowledge-led businesses with strong brands are 2-3 times more profitable than their peers.

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…

The power of category brands

Category brands are everywhere in the elite professional services market. Their value and impact are often overlooked.

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…


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.

brand experience

Brand differentiation on Zoom?

Brand differentiation is harder to project in a virtual world. What does that mean for client experience?

American law firm in London

An American Law Firm in London

What are the branding issues for US-headquartered law firms in the London market?

Branding: Sometimes it really is rocket science

Two learnings from the new space race for other knowledge-led businesses staying on the ground.