Best brand in practice

For the firm that can demonstrate that its brand values are distinct, relevant to clients and are being delivered consistently to clients.

2003 WINNER

Andy Warren and Peter Coleman of DLA

DLA demonstrated an impressive depth of brand management skills and the creation of a clearly differentiated brand proposition in a market noted for its blandness.

DLA has a clear message for clients who, research demonstrates, are tired of high prices and ‘arrogance’ from ‘magic circle’ firms. DLA has targeted general work from large clients who will continue to use larger firms for specialist matters. This is a clever strategy for a challenger brand trying to establish relationships from which to trade up.

The firm’s naming and visual identity have been professionally transitioned over a period years. Its marketing materials are graphic and use simple language consistent with its ‘down to earth’ positioning. Controversial and impactful advertising has been used to ram home the brand message. Not typical of a law firm, nor popular with competitors, it demonstrates sophisticated grasp of how brands must capture attention to build market share.

RUNNER UP

The firm has created a memorable visual identity which is as focussed as its approach to client management. Its Customer Relationship Management approach is rigorous.

Pinsents has thoroughly segmented its target audience. It has laid down clear criteria to discriminate between those clients its wants to build and those it wants to exit. It has then focussed resources to do so. A firm and intelligent approach to building a practice against high value clients with growth potential.

Internal communications have been streamlines and clarified. Messaging is clear both internally and externally. Returns from the brand campaign are crystal clear.

3RD PLACE

The Wragge & Co visual identity highlights the ambiguity of 'and' in the name. The firm stands for both partnership and added value. Wragge's adds value and gives more than is expected.

Client research demonstrated that the firm is viewed as a easy to work with as well as highly professional. The partnership theme applies to both staff and clients. A mix of interpersonal skills with technical abilities. This brand positioning is successfully carried through into advertising and promotional material.

2003 FINALISTS

Runner up

Third place

Shortlisted

2003 SPONSOR

CCHM is a brand and marketing communications agency specialising in service brands. CCHM's published client list includes MORE TH>N, Legal & General, Credit Suisse and Misys. CCHM has undertaken branding projects for a number of professional services firms including BDO Stoy Hayward and PricewaterhouseCoopers.