January 31, 2023
Brand differentiation
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
January 25, 2023
Strategic brand positioning for professional service firms
Or how to win before the pitch is even called.
January 11, 2023
Brand drives demand
The brand of a premium professional services firm drives more than 50% of its profitability.
December 6, 2022
Strong brands are more profitable
Knowledge-led businesses with strong brands are 2-3 times more profitable than their peers.
November 16, 2022
Symbols & substance – brands need both
Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…
November 8, 2022
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…
October 18, 2022
Partners have brands too
How to help those who are brilliant technicians, but not yet brilliant developers of business, develop their partner…
October 4, 2022
Challenger brands in professional services
Challenger brands are relatively rare in professional services – despite conditions being ripe for many mid-sized firms…
August 31, 2022
The power of category brands
Category brands are everywhere in the elite professional services market. Their value and impact are often overlooked.
June 22, 2022
Brand identity matters
We live in a highly visual world, so when it comes to communicating the proposition of a professional services firm,…
June 6, 2022
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…
May 17, 2022
Brands within brands
How should firms approach brand messaging for individual product/sector groups, without causing internal chaos or…
May 9, 2022
Differentiating through brand experience
Professional service firms can build their brand reputation by studying how the best consumer brands deliver innovative…
May 4, 2022
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…
April 25, 2022
How to do brand strategy in a partnership culture
Do you see branding as an opportunity to put marketing at the heart of the firm's overall business strategy, or a…
April 12, 2022
How thought leadership drives brand reputation
In a ‘digital-first’ marketing environment, the role of thought leadership in building brand reputation is growing…
April 5, 2022
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…
March 29, 2022
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…
March 15, 2022
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…
March 2, 2022
Big Law – the future global elite brands
The competition to become one of the undisputed market-leading global law firm brands is still very much an open race.