Symbols & substance – brands need both

Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…

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…

Challenger brands in professional services

Challenger brands are relatively rare in professional services – despite conditions being ripe for many mid-sized firms…

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 architecture

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…

professional services branding

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…

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.

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.

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?

ESG. Brand differentiator or qualifier?

Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.

Branding: Sometimes it really is rocket science

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

Disruptor or disrupted?

These days if you're not a disruptor brand, then you're almost certainly being disrupted. Some of the disrupted have…

Brand & Culture

The inextricable link between brand and culture for law firms, professional service firms and other knowledge-led…

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.