Ian StephensBrand Differentiation for knowledge-led businessesAs the business world begins to consider life beyond the pandemic, the leadership conversation will inevitably shift from surviving to…Jan 19, 2021Jan 19, 2021
Ian StephensBrand differentiation on ZoomProfessional service firms have for decades gone to great lengths to build brand differentiators into their physical client experience to…Jan 3, 2021Jan 3, 2021
Ian StephensBuilding brands within brandsHow should professional service firms go about building brands within brands without causing internal chaos or external confusion?Mar 10, 2020Mar 10, 2020
Ian StephensWhy brand architecture gives CMOs a headacheBrand architecture is market signposting. It helps clients navigate and make sense of a professional service firm’s offer. Surprisingly…Feb 19, 2020Feb 19, 2020
Ian StephensThe 3 ingredients of every successful brandEvery successful brand that has ever been, or ever will be, is made up of the same three ingredients: truths, wants and differences.Feb 12, 2020Feb 12, 2020
Ian StephensBrand communications. Talking to the hand.The Oort Cloud is a good metaphor for brand communications in professional services. I’m aware it’s a bit geeky but what can I say?Jan 22, 2020Jan 22, 2020
Ian StephensBrand and leadership behavioursBrand strategy can be a disarmingly effective way for management teams of professional service firms to get into the middle of those…Jan 14, 2020Jan 14, 2020
Ian StephensLaw firm branding in New York. If you can make it there…In international law firm branding, being ‘successful in New York’ matters far more than a purely rational look at the data suggests it…Nov 21, 2019Nov 21, 2019
Ian StephensBrand = strategy made visibleA confident and successful business doesn’t hide its strategy — it should be visible to all — and the organisation’s brand should be the…Nov 14, 2019Nov 14, 2019
Ian StephensBranding is easy. Partnerships are hardAs CMO of a professional services firm, do you see branding as an opportunity to put marketing at the heart of the firm’s overall business…Oct 30, 2019Oct 30, 2019
