March 1, 2021
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…
February 16, 2021
Brand communications. Talking to the hand.
90% of the market probably knows little to nothing about your firm. What an opportunity!
February 2, 2021
Brand and leadership behaviours
Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…
January 19, 2021
Brand differentiation
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
December 29, 2020
Law firm branding | 12 steps to success
Insights on law firm branding, distilled from deep experience advising many leading international firms
December 20, 2020
An American Law Firm in London
US-headquartered law firms are making significant headway in the London market. What are the branding issues?
December 2, 2020
Strategy: from wish list to to-do list.
In knowledge-led businesses, strategy is often seen as a wish list rather than a to-do list by people inside the…
November 18, 2020
Brand ideas bring strategy to life
Good strategy needs a big idea to give it the spark of life. Your brand is the best place to start.
October 29, 2020
Brand purpose
Put brand purpose at the core of your strategy – not just as a slogan on your website.
September 19, 2020
Strong brands are more profitable
Knowledge-led businesses with strong brands are 2-3 times more profitable than their peers.
September 1, 2020
Brand = strategy made visible
A confident and successful business doesn't hide its strategy — it should be visible in its brand.
June 17, 2020
Develop your partners’ brands
How to help partners in knowledge-led businesses develop their personal brands.
June 10, 2020
Brand differentiators on Zoom?
Most professional service firms have hardly begun to think about how their firm is presented virtually.
May 6, 2020
World’s Top 50 ‘US’ Law Firm Brands 2020
Our new analysis and rankings of the Top 50 US law firm brands. Snapshot of performance before the virus hit.
April 20, 2020
Leading into the economic storm
CMOs can best help their firms in the coming downturn by forcing groups to rethink, refresh and reinvent their…
March 10, 2020
Building brands within brands
How should firms go about building brands within brands without causing internal chaos or external confusion?
February 21, 2020
The advantage of brand experience
How professional service firms can build competitive advantage by studying how the best consumer brands are delivering…
February 19, 2020
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…
February 12, 2020
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…
January 27, 2020
The power of brand symbols
Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…
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