Ask ten partners what the market thinks of their firm and you’ll get ten confident answers – all different. Without data, brand perception is a hall of mirrors: distorted, flattering, and unreliable. Yet brand isn’t a mystical force that can’t be quantified. Outside professional services, brand equity is recognised as a measurable commercial asset that’s a key item on the balance sheet. There’s evidence that there is movement in that direction – there’s an interesting example

A billboard with artfully curated imagery, a clever strapline, and your firm’s logo in the corner. A laser-targeted digital campaign that buyers can’t seem to escape. Etching your firm’s name in bold type onto the local football stadium. To most partners in professional services, these are baffling indulgences. None have heard of Byron Sharp or John Dawes, let alone taken a Mark Ritson course. Explaining the rationale for brand investment is less like herding cats and more l