Clients Isolate 9 Core Brand Factors

BTI research with more than 13,000 C-level executives isolates 9 core branding factors impacting differentiation and hirability. These factors fit into 3 categories:

1. Client's Choice, including: 

  • Client recommendations
  • Being included on client short lists 

2. Premium Value, including:

  • Delivering premium value 
  • Positioned for bet-the-company work 
  • Being a long-term survivor

3. Innovation, including: 

  • Movers & shakers—making changes to improve the client experience
  • Technology innovators
  • Client service innovators 
  • Firms changing to deliver better value 

In the world of law, BTI found 18 law firms enjoy substantially better branding than all other law firms—earning a place in The BTI Brand Elite 18. These firms include:

  1. Skadden 
  2. Jones Day
  3. Baker & McKenzie
  4. Kirkland & Ellis
  5. Morgan Lewis
  6. Sidley Austin
  7. Latham & Watkins
  8. DLA Piper
  9. Click here to see all 18

Core branding in professional services is driven primarily by behaviors—with clients relying on direct and indirect experience to shape their opinions.

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