Fortune favours the brave 08 October 2018
We appear to be living in mercurial times. What worked before no longer does and our appetite for fresh experiences is seemingly insatiable. Trends still pervade our daily lives and often dissipate as swiftly as they emerged but new methods in which we interact with our world are changing the paradigm of 21st century life. How people think and what they want from brands is more important than ever, this cannot be underestimated in a highly competitive brand landscape.
Working with professional service brands we’ve observed a sort of paralysis of conformity. Many clients promote the same values and personalities which results in homogeny in corporate brand identity. Audiences have no real discernible choice and brands have no distinctly identifiable voice. Law firms in particular, typically display superficial differences in brand image and voice. Of course firms can still maintain a healthy balance sheet without a particularly engaging brand, but it only takes a bold move from one firm to capture the imagination of the legal landscape and seriously shift the balance of power.Read more