Building brands within brands
How should firms go about building brands within brands without causing internal chaos or external confusion?
The competitive advantage of brand experience
How professional service firms can build competitive advantage by studying how the best consumer brands are delivering…
Why brand architecture gives CMOs a headache
Brand architecture is market signposting. It helps clients navigate and make sense of a professional service firm'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…
The power of brand symbols
Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…
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 can be a disarmingly effective way for managers of professional service firms to get into the middle of…
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.
Brand = strategy made visible
A confident and successful business doesn't hide its strategy — it should be visible to all — and the organisation's…
Branding is easy. Partnerships are hard.
Do you see branding as an opportunity to put marketing at the heart of the firm's overall business strategy, or a…
Brand differentiation. Why professional service firms need it to grow.
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
An American Law Firm in London
US-headquartered law firms are making significant headway in the London market. What are the branding issues?
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?
Brand & Culture
How professional service firms build strong external brands upon strong internal cultures.
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.
World’s Top 50 ‘US’ Law Firm Brands 2019
Ranking the 50 most prestigious US-headquartered firms by their 'global partnership profits' gives a rigorous and…
8/8 How to think about…Visual Identity
Presentation matters. We live in a highly visual world, so when it comes to communicating the proposition of a…