ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
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.
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…
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
As CMO how can you help partners who are brilliant technicians, but not yet brilliant marketers, develop their personal…
Brand = strategy made visible
A professional service firm’s brand should be the bridge between its overall strategic plan and its day-to-day…
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…
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 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?
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 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. 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 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…
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…