A law firm merger name should carry forward the recognition clients already use, rather than split visibility among partners. Compare combined, retained and new names against evidence from clients, ...

Global brand architecture determines which reputation leads in each market. Before renaming an overseas acquisition, assess what buyers recognise, what reassurance the parent adds and what could ...

Stop looking smaller than you are. If your brand doesn’t reflect your ambition, you lose business before you walk into the room. Our email briefing for leaders of expertise-led firms shows how to ...