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…

Why brand differentiation matters

“My clients don’t care about all this marketing nonsense, they don’t want…

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…

An American law firm in London

Even after more than two decades in London no major US law firm has broken through in terms of market share and…

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…

Brand & Culture

In professional service firms, a strong external brand and a strong internal culture are two sides of the same coin –…

Thought Leadership

Thought leadership is a bit like charisma – hard to describe but much easier to spot. In our increasingly saturated…

Specialists in a world of generalists

As the legal market becomes increasingly global and increasingly crowded law firms are finding strategic success with…