Strategy needs an organising idea

A good strategy needs an organising idea to give it the spark of life. This article explains why.

ESG. Brand differentiator or qualifier?

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

Purpose needs a proposition

Purpose is power in branding today. But it needs a strong proposition to unlock its full potential.

Brand is demand

Brand is demand

The brand of a premium professional services firm drives more than 50% of its profitability.

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…

Branding is a whole-firm sport

Branding can be superficial. That's not a cynical view; it's just that there's no absolute necessity that what's…

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 & Culture

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

brand communications

Brand communications. Talking to the hand.

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

Brand and leadership behaviours

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

Brand differentiation

Brand differentiation

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

Law firm branding

Law firm branding

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

Strong brands are more profitable

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

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.

Leading into the economic storm

CMOs can best help their firms in the coming downturn by forcing groups to rethink, refresh and reinvent their…

UK Top 20 Law Firm Brand Index | 2019

Linklaters retains top spot in UK law firm brand index. Magic Circle firms continue to dominate the rankings but are…

Law firm branding in 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.

Global Top 50 Law Firm Brands 2019

Kirkland and Latham retain their positions as the world's most valuable law firm brands closely followed by Skadden.

Brand engagement and the problem of ‘negative time’

How do you communicate with people who don't just have little time available, they have negative time?