“My clients don’t care about all this marketing nonsense, they don’t want differentiation, they just want us to do a good job for a reasonable fee,” is the popular refrain that marketers often hear from their front-line partners in professional services firms...
Even after more than two decades in London no major US law firm has broken through in terms of market share and reputation; could things be about to change? An article by Jomati Consultants highlights a recent, dramatic uptick in US firm penetration of top tier M&A in the London market. Of course, one swallow doesn’t make a summer but, at the same time, swallows and summers are quite well correlated!
The world doesn’t really need a 501st generalist branding consultancy; but there is a big need for expertise and experience as brand consultancy matures, from being a cottage industry into a substantial sector, at the same time as the domain of brand consulting has shifted from packaged goods to just about every walk of life imaginable. So we decided to specialise on the sector we know best and enjoy most – professional services.
As the legal market becomes increasingly global and increasingly crowded law firms are finding strategic success with more focused strategies: international elite, global giant, national powerhouse, etc. More recently a few firms have begun to overtly specialise on a super-focused area of law with some signs of breakthrough success.