For decades, law firms went to market with relatively conventional messages that did little to create compelling impressions in the minds of their audiences, let alone lasting ones. To a large extent, their strategies succeeded nonetheless—thanks to the strength of their benches, their personal networks and the knowledge that big companies had big budgets…
Littler is one of the world’s leading labor and employment law firms. It has worked consistently and creatively to maintain this position: expanding globally, developing innovative technology offers, and harnessing data and analytics. However, the firm’s Chief Marketing and Business Development Officer recognized that although its approach and perspective were quite unique, its…
Me-too brands just don’t cut it anymore in the professional services arena. This whitepaper examines best practices for creating a distinctive and compelling brand position in professional services.
At heart, a lot of brand marketing is about recognizing patterns. Strategists note the associations clients have with brands, and we see correlations between behaviors and outcomes.
So when four DeSantis Breindel brands were honored at the annual Transform Awards, we weren’t content to rest on our laurels. Instead, we wanted to know what…
In professional services, people are the brand. If consultants, accountants and attorneys don’t walk, talk and think their firm’s brand, the brand may never amount to more than a catchy tagline or an attractive logo. But professionals are a tough audience to convert to brand ambassadors. They work long hours, often billing for…