The fame game

Professional services firms have a complex relationship with brand. We all get branding – there has been a flurry of big rebrand and brand refresh programmes this year from PwC, Clifford Chance, Wedlake Bell, BDB Pitmans and Buzzacott, to name but a few. Yet those...

From hunches to hard data

Brand tracking is more than a marketing metric. It is the key to unlocking sustained investment in brand building, says Graham Archbold. A billboard with artfully curated imagery, a clever strapline, and your firm’s logo in the corner. A laser-targeted digital...