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:
- Skadden
- Jones Day
- Baker & McKenzie
- Kirkland & Ellis
- Morgan Lewis
- Sidley Austin
- Latham & Watkins
- DLA Piper
- 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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