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.

2007 WINNER

The team at Shoosmiths

Shoosmiths has developed a strong set of relevant and distinctive brand values, which are closely aligned with customer requirements. The brand values and proposition were based on extensive customer and employee research.

Shoosmiths has developed a strong focus on helping its people to deliver the brand in a practical way. Its submission demonstrated an holistic approach to embedding brand values into everyday internal behaviours and practices.

Furthermore Shoosmiths has sought to implement an effective measurement and evaluation programme. The submission revealed strong and well-monitored results from the brand campaign.

2ND PLACE

Maclay Murray & Spens has developed a strong brand proposition around the capabilities and smartness of its staff. MMS has developed this platform by engaging associates and by embedding the proposition into the client experience. The development of the MMS Knowledge sub-brand showed creativity and an understanding of meeting clients’ needs.

Its memorable, integrated marketing campaign effectively communicates the central brand promise. The quality of visual presentation was high on this entry.

Results were measured effectively with both research and in terms of enhanced financial performance, although there was limited evidence of how deeply the brand campaign had been integrated into “on-going” HR/ people practices, such as appraisals and balanced scorecards.

3RD PLACE

Drivers Jonas has developed a thorough rollout of its brand guidelines. Collateral materials presented were of a high standard.

It demonstrated a creative and innovative approach to communicating its brand values internally and the submission indicated strong investment in such communications.

However, while strong on design and communications execution, the submission was less effective at demonstrating how brand values were actually translating into staff attitudes and client experiences.

The submission was also light on measurement and evaluation of the success or failure of the programme.

ROLL OF HONOUR

Click on each year to view previous winners

2006 - Maclay Murray & Spens

2005 - Keoghs

2004 - The Smith Partnership

2003 - DLA

2002 - Fennemores

OTHER SHORTLISTED FIRMS

2007 SPONSOR

Acritas is a specialist b2b research team committed and passionate about creating exciting projects with great clients. We have a proven ability to innovate the way professional service firms utilise research within their businesses to achieve commercial outcomes.

We use both qualitative and quantitative methodologies to help shape strategic and tactical planning by delivering crucial data to make sharp informed decisions.

Acritas has interviewed over 10,000 key decision makers around the world to seek their thoughts and opinions on a range of issues from client service to innovation. We use this commercial data to enable our clients to respond with more certainty and efficiency to their ever-changing and challenging environment.