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…7 min read·Jan 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…6 min read·Jan 3, 2021----
Ian StephensBuilding brands within brandsHow should professional service firms go about building brands within brands without causing internal chaos or external confusion?7 min read·Mar 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…6 min read·Feb 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.5 min read·Feb 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?5 min read·Jan 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…4 min read·Jan 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…4 min read·Nov 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…6 min read·Nov 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…7 min read·Oct 30, 2019----