brand is strategy made visible

Brand = strategy made visible

A professional service firm’s brand should be the bridge between its overall strategic plan and its day-to-day…

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…

brand is strategy made visible

Brand = strategy made visible

A professional service firm’s brand should be the bridge between its overall strategic plan and its day-to-day…

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?

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…

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…

Brands

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…

brand experience

Brand differentiation on Zoom?

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