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 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…

Make brand your bridge between marketing and strategy

How to make your brand the bridge between your day-to-day marketing activities and your firm's strategic marketing…

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…

Law firm branding

Law firm branding

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

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!

Brand differentiation

Brand differentiation

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

Strategic brand positioning for professional service firms

Strategic brand positioning for professional service firms

Or how to win before the pitch is even called.

Brand is demand

Brand drives demand

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

Strong brands are more profitable

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