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?
6/8 How to think about…Brand Purpose
Professional service firms are starting to think about the concept of brand purpose as a way to better engage with…
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 ideas 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…
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…
5/8 How to think about…Thought Leadership
In our increasingly saturated digital media environment the demand for thought leaders is growing exponentially, but…
4/8 How to think about… Differentiation
Nurturing brand differentiation in professional services is a critical but subtle business. The key is to separate…
3/8 How to think about… 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…
2/8 How to think about… Key Messages
From philosophy to business, if you want to communicate your brand story in a way that cuts through the clutter, key…
1/8 How to think about… Brands
Brands are everywhere. The ‘art of branding' has developed and become more and more sophisticated over time as brands…
New York. If you can make it there
The role of ‘successful in New York’ matters far more in terms of brand perception for top international law firms than…
Big Law
Transatlantic mega-mergers are challenging the existing international elite of law firm brands. The next decade will…
Grown-ups for start-ups
Some of the biggest professional service firms in the world are making concerted efforts to woo some of the smallest…
Our Vision
The world doesn’t really need a 501st generalist branding consultancy; but there is a big need for expertise and…