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.

A question of purpose

How to put brand purpose at the core of your strategy – not just as a slogan on your website.

Strong brands are more profitable

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

Brand = strategy made visible

A confident and successful business doesn't hide its strategy — it should be visible in its brand.

Develop your partners’ brands

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

brand experience

Brand differentiation on Zoom?

Most professional service firms have hardly begun to think about how their firm is presented virtually.

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…

Building brands within brands

How should firms go about building brands within brands without causing internal chaos or external confusion?

The advantage of brand experience

How professional service firms can build competitive advantage by studying how the best consumer brands are delivering…

Brand architecture

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…

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 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 can be a disarmingly effective way for managers of professional service firms to get into the middle of…

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.

professional services branding

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…

Brand differentiation for professional service firms

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.…

US law firm brand london

An American Law Firm in London

US-headquartered law firms are making significant headway in the London market. What are the branding issues?