Strategic brand positioning for B2B and professional service firms
Or how to win before the tender is even called.
Brand is Culture. Culture is Brand.
The inextricable link between brand and culture for law firms, professional service firms, and knowledge-intensive B2B…
Branding is easy. Partnerships are hard.
As CMO of a professional services firm, do you see branding as an opportunity to put marketing at the heart of the…
Why brand architecture gives CMOs a headache – and how relieve the pain
Brand architecture is market signposting. It helps clients navigate and make sense of a professional service firm's…
Challenger brands in professional services and B2B
Challenger brands are relatively rare in professional services and B2B – despite conditions being ripe for many firms…
ESG. Brand differentiator or qualifier?
Firms need to be strategic about ESG branding to avoid confusing differentiation with qualification.
Law firm brands & 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.
The power of key messages
From philosophy to business, if you want to communicate your brand story in a way that cuts through the clutter, key…
Personal branding for partners
As CMO how can you help partners who are brilliant technicians, but not yet brilliant marketers, develop their personal…
Brand ranking the Am Law 100: 2023 + a decade of change
Our latest brand rankings of the Am Law 100 firms show that over a more extended period, there are some big risers and…
Brands within brands – macro and micro
In professional services, brands must work on a macro and micro level. How to do both well without getting tied in…
How thought leadership drives brand reputation
In a digital-first environment, thought leadership's role in building brand reputation has grown fast; but what is it,…
Branding is a whole-firm sport
Branding can be superficial. But, if it is only skin deep, it's not going to be transformative.
Purpose is dead. Long live purpose.
Two years ago, brand purpose was the hottest show in town. Today it's tumbleweed. What happened? Did we stop caring?
Brand and leadership behaviours
Brand strategy isn't only about changing external market perceptions, it's also an effective way to change internal…
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…
Brand communications. Talking to the hand.
90% of the market probably knows little to nothing about your firm. What an opportunity!
Strategy: from wish list to to-do list
In professional services, strategy is often seen as a wish list rather than a to-do list by those inside the firm. A…
Brand identity matters
We live in a highly visual world, so when it comes to communicating the proposition of a professional services firm,…
Specialists in a world of generalists
In the premium legal market, a few firms have swum against the tide and overtly positioned themselves as super-focused…