Graduate brochures. How to WOW graduates?

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From visiting few law fairs, I noticed the popularity of graduate brochures is as strong today as they were before the rush to go digital. Not cheap items to produce. Here are a few tips to getting the most out of their popularity!

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How to use creativity to win bids

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You have spent hours pouring over the contents of the bid document, carefully addressing the issues of the client, working through umpteen changes before using Word to produce the final document. You are not short-listed. Following feedback from the client, you scored low on the quality of your presentation. Sound familiar?

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Stand out from the crowd

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New branding by Ernst & Young has put a timely spotlight on how accountants brand themselves, says Grahame Jones.

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Positioning statements: Must try harder

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Came across two law firms who recently refreshed their brands. One heralded their new brand 'A fresh perspective' the other, 'New perspective'. Is 'fresh' better than 'new' when it comes to providing legal services?

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Making accountants' websites appealing

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We recently conducted a review of the websites of mid-sized UK accountancy firms and was surprised by how poor most of them were. Here's what we found.

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Top tips: Building the brand profile of US law firms in London

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Recent article in Legal Business (April 2013) highlighted how leading US law firms are firmly back in the growth mode in the City. With headcounts on the rise, most see the growth of the London office as integral to being a global firm. The article concluded that the City is expected to get even more competitive as other US firms enter the market.

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Ideas that make communications work

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With so much sameness in professional services, differentiation is an on-going challenge. Ideas can create distinction. But professional services firms don't always exploit the power of ideas. Grahame Jones looks at where ideas come from, what they consist of and how they work.

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Dealing with design buyers

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When pitching to inexperienced buyers, designers need to be prepared and not commit too many resources to the initial process, says Grahame Jones

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Creating the right impression

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Advertising by firms in professional services is a subject always likely to cause lively debate. There are those against it, believing it totally inappropriate to professional services; a bit gimmicky, something that consumer brands do, not firms with reputations to preserve. In contrast, others take a more enlightened view, believing that advertising is a key component to building their brand especially against higher profile firms. In reality all firms undertake some form of advertising, quite a few however do it poorly. Space is taken on an ad-hoc basis, often using ill-defined creative work and with unrealistic expectations that if the phone doesn't start ringing immediately, the effort has been a waste of time.

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