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 firms that up their game and embark on major brand awareness campaigns can find themselves criticised – not for the quality of those programmes, but for doing them in the first place.
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