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…

The power of brand symbols

Brand symbols are powerful, and CMOs of professional service firms are uniquely qualified to create and nurture them to…

Brand & Culture

The inextricable link between brand and culture for law firms, professional service firms and other knowledge-led…

brand communications

Brand communications. Talking to the hand.

90% of the market probably knows little to nothing about your firm. What an opportunity!

Brand and leadership behaviours

Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…

Brand differentiation

Brand differentiation

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

Law firm branding

Law firm branding

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

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…

Strong brands are more profitable

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

Develop your partners’ brands

How to help partners in knowledge-led businesses develop their personal brands.

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.

Leading into the economic storm

CMOs can best help their firms in the coming downturn by forcing groups to rethink, refresh and reinvent their…

UK Top 20 Law Firm Brand Index | 2019

Linklaters retains top spot in UK law firm brand index. Magic Circle firms continue to dominate the rankings but are…

Law firm branding in New York. If you can make it there…

In law firm branding, 'big in New York' counts for a lot. Fortunes have been won and lost attempting it.

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?

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 idea factories

Why big tech and consulting firms are investing billions in innovation & learning hubs.

Law Firm Brands | US Top 50 2019

Ranking the 50 most prestigious US-headquartered firms by their 'global partnership profits' gives a rigorous and…

Brand visual identity

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…