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Brand purpose

Branding in professional services – the new battle front

July 10th, 2017 |

Professional services are the final frontier for branding.

The period since the millennium has seen the rise of business development and client relationship management to drive competitive growth. The next era will see brand differentiation as the new battlefront in professional services for clients and talent. And the advantage will go to the first movers. (more…)

Posted in beatonbenchmarks, Brand purpose, Highlight, Professional Services, Strategy | No Comments »

Personal brands in an age of procurement

June 29th, 2015 |

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.


Posted in Brand purpose, Highlight, Professional Services, Showcase, Strategy | No Comments »

What international law firms can learn about brand purpose from corn flakes

February 25th, 2015 |

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. 

Posted in Brand purpose, Highlight, Law, Legal, Strategy | No Comments »

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