The magic of a ‘mass-niche’ strategic brand positioning
A mass-niche positioning can be a potent way for an elite professional services firm or knowledge-intensive B2B…
Growth Marketing Meets Professional Services: A New Old Way to Think About Branding
Growth marketing principles are profoundly relevant to the strategies and brands of today’s high-performance…
Strategic Branding for Professional Service Firms: Confronting Today’s Challenges
How strategic branding can help firms differentiate, unify, and inspire in an increasingly competitive market
Symbols & substance – great brands do both
Brand symbols are potent assets that project what a professional service firm stands for in the market for clients and…
Brand = strategy made visible
A strong brand narrative and positioning can ignite strategy, align leaders, engage teams, and inspire actions that…
Is your firm’s AI client experience model Starbucks or Deliveroo?
Professional service firms must add brand and marketing people to the teams developing their AI technology strategy.
Brand Strategy: Positioning or Proposition for Growth?
Understanding the distinction between positioning and proposition is key to crafting brand strategy for a professional…
Innovation Unplugged: Moving Beyond Operational Tech in Professional Services Innovation
True innovation in professional services must go beyond embracing new technologies in a firm's own operations. Find out…
From promise to practice: bringing your Client Value Proposition to life in pitches
Demonstrating a compelling Client Value Proposition (CVP) is an essential part of your brand strategy.
Branding your strategy: how CMOs can lead with a big organising idea
A good strategy needs an big idea to give it the spark of life. This article explains why CMOs should help with this.
From Big Four to Bulge Bracket: How category brands shape the professional services industry
Category brands are everywhere in the elite professional services market. However, their value and impact are often…
Generic to genius: strong PSF brands are 2-300% more profitable
Firms with strong brands are 2-300% more profitable than firms with similar capabilities, serving similar clients from…
An American Law Firm in London
What are the branding issues for American law firms in the London market?
Brand differentiation in professional services
Brand differentiation is a tricky topic because many firms feel that they offer near-identical services to their peers.…
Make brand your bridge between marketing and strategy
How to make your brand the bridge between your day-to-day marketing activities and your firm's strategic marketing…
Navigating the complexities of law firm branding: strategies and tips
Law firm branding – how firms manage their image and reputation – is an increasingly important part of strategy. Here's…
Big Law – the future Global Elite brands
After many years of hesitancy, the race to become one of the undisputed global elite law firm brands is now on.
Users & Choosers: Balancing both in professional services branding
A professional service firm's brand needs to be strong in two domains – users and choosers – one is often overlooked.……
Brand: The Key to 50%+ Profitability
The brand of a premium professional services firm drives more than 50% of its profitability. Manage it carefully.
2023 Global Top 50 law firm brands + a decade of change
Principia's 2023 Global Top 50 Law Firm Brands Index focuses on the changes in brand rankings over the last decade and…