July 25, 2023
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…
July 17, 2023
Challenger brands in professional services and B2B
Challenger brands are relatively rare in professional services and B2B – despite conditions being ripe for many firms…
July 10, 2023
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…
June 20, 2023
ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
June 6, 2023
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.
May 29, 2023
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…
May 16, 2023
Personal branding for partners
As CMO how can you help partners who are brilliant technicians, but not yet brilliant marketers, develop their personal…
April 24, 2023
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…
April 19, 2023
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…
April 3, 2023
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,…
March 27, 2023
Branding is a whole-firm sport
Branding can be superficial. But, if it is only skin deep, it's not going to be transformative.
March 22, 2023
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?
March 7, 2023
Brand and leadership behaviours
Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…
February 22, 2023
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…
February 14, 2023
Brand communications. Talking to the hand.
90% of the market probably knows little to nothing about your firm. What an opportunity!
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…
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…
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…