By Sholto Lindsay-Smith, founding partner and director of brand strategy at Industry, an international brand and business consultancy.
As the management mantra goes, ‘you can’t manage what you can’t measure’. Law firms often undertake evaluation of their brand in pockets throughout the organisation by teams in HR, customer experience, internal and external communications. What is often missing is a 360-view which can summarise the brand strategy, identify brand-blockers and determine where to invest efforts in building brand advantage. This article considers the importance in assimilating this information to build a lasting brand advantage. Continue reading “How do you know when you have a brand advantage?”
