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.

2005 WINNER

The team at Keoghs, with John Malpas of Legal Week (fourth from right) and Anna Nixon Smith of Tenon (fifth from right)

Keoghs has aimed high with its challenging goals in terms of brand implementation and communication of brand values but it has found some very practical answers to achieve its goals.

Customer satisfaction is derived from employee satisfaction and Keoghs has shown through a variety of mediums that ‘team’ really is the key to success. It was able to demonstrate authentically that its will to push ‘heaven and earth’ for clients is not only mere words but a promise.

Client perceptions show that Keoghs has managed very successfully to transport its core values through corporate behaviour.

RUNNER UP

Tenon understands that it’s a culmination of the culture, people and programmes within an organisation that provide a basis for differentiation and value creation within the organisation. It has implemented a strong relationship marketing campaign that has dictated the brand and the company culture.

The entire staff of the organisation should be linked to the ‘brand’ through the strategic plan; Tenon has successfully implemented this through processes such as its comprehensive appraisal programmes and the Tenon Academy.

Tenon has truly developed an identity that stands out in what is an extremely commoditised market place.

3RD PLACE

Forbes has a strong and recognisable brand, built through an understanding that it’s more than just a good logo, but an appreciation from each and every employee of its vision and mission.

The brand is also about reputation and Forbes has proved that its reputation has been built on trust, loyalty and leadership. Forbes claims to be the "straight talking legal companions" and yes indeed, it is. Forbes strives to deliver down to earth and practical services which makes it more authentic than most of their competitors.

2005 FINALISTS

Runner up

Third place

Shortlisted

2005 SPONSOR

Legal Weekis the leading news title for the legal community, delivering a round-up of the most important global news stories. Legal Week also runs a highly successful events division, a research arm and a market leading website.