After 20 years of providing branding services to professional services (our first clients included Mishcon de Reya and the Norton Rose of old), it’s only natural we’d want to test the memory of our players over this period.
More than 300 people played our recent quiz and the majority of those who made it onto the leaderboard are from law firms. I’m not sure what this tells us: could these players be better at branding than their counterparts in accountancy and consultancy? Or perhaps it’s to do with the age profile?!
Over the past 20 years, much has changed in the way firms approach branding. Few have discovered the Holy Grail.
When I attended the PM Forum seminar on branding 18 years ago, I found it jam-packed with inquisitive marketers, all eager to learn and share. Fast forward to today: the same subject, and the same outcome.
Of course, there’s no magic formula. Branding is a complex subject, but investing and adapting is up there as a ‘must do’. The Big Four continue to invest and evolve. They’re still evolving as they spread into the digital space. The need to look modern and relevant also shapes their corporate identities (Deloitte’s makeover of its iconic green dot is a good example).
There are no prizes for the quiz (sorry, we are from the north!) but our congratulations go to:
Thank you to everyone who played. We hope you enjoyed it.
And here’s to the next 20 years?!
If you still fancy testing your memory and expertise, play the quiz here.