Question: the terms ‘personal brands’, ‘product differentiation’, and ‘brand purpose’ are most likely to be heard:
(a) at a client meeting with a marketing consultant; or
(b) in a strategy committee meeting at a law or an accounting firm?
The savvy reader will have spotted the trick question.
This video post examines what international law firms can learn about brand purpose from corn flakes.
In four minutes I explain the answer – why brand purpose matters so much and why brand purpose will be critical to winning the differentiation war that is being fought by international law firms.