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…
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
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?
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 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…
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. Talking to the hand.
90% of the market probably knows little to nothing about your firm. What an opportunity!
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
Or how to win before the pitch is even called.
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.