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…
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 differentiation on Zoom?
Brand differentiation is harder to project in a virtual world. What does that mean for client experience?
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…
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…
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?
It’s time to dress down (again)
The nifty aphorism, "History doesn't repeat itself, but it rhymes," usually attributed to Mark Twain, aptly applies to…
The idea factories
Why big tech and consulting firms are investing billions in innovation & learning hubs.
Law Firm Brands | US Top 50 2019
Ranking the 50 most prestigious US-headquartered firms by their 'global partnership profits' gives a rigorous and…
7/8 How to think about…Brand Engagement
Studies show that proper internal engagement with what a brand stands for and is aiming to deliver to customers and…