My recent posts have featured comments from top tier professional service firm CMOs (none of which are law firms). One argued that PSF clients rely on institutional brands, especially in global buying situations. Another CMO advised “firms to be cautious about not allowing partners to dominate relationships.”
Here’s a third comment from a PSF CMO, who argues that PSF brand investments must extend beyond an internal-only focus.
“. . . building the institution’s brand is critical to avoid the individual partners’ brands becoming too dominant. Certainly our culture, our people and their resulting actions day in and day out define what the brand can be.
And it is interesting to think that a majority of the value of branding could be from the internal reinforcement, but I would hate to believe that the investments in brand should only be internally focused.”