Episode 12 Elliot Moss, Mishcon de Reya: The Problem with Brand in B2B

In this episode, Kevin Sutherland sits down with Elliot Moss, Chief Brand Officer at Mishcon de Reya, to discuss the often-misunderstood concept of "brand" within professional services and B2B marketing.

Elliot argues that “brand” is not a luxury or a logo, but rather the summation of every interaction and service delivered by a business. He emphasises that for service-led organisations, the brand is inextricably linked to the behaviours and culture across the business - and how those translate into client experience.

"If you call something 'brand,' you are immediately putting it into a marketing box, and a lot of people will immediately switch off."

"If you don’t connect brand articulation to actual behaviours, you might as well not bother."

We cover:

• Why "brand" in professional services is fundamentally about the quality of the service delivered, not marketing collateral
• How a Chief Brand Officer's role extends beyond traditional marketing to encompass client retention, acquisition, intermediary relationships, and even product development
• The challenges of building a cohesive brand across a diverse firm with multiple practice areas and different audiences
• The importance of influence and "over-communication" in embedding brand values and consistent client service across an organisation
• How effectively managing client retention, acquisition, intermediary relationships, and product development, alongside traditional marketing, are all essential "buckets" that collectively drive business growth
• Elliot's perspective on how internal behaviors, from timely responses to attention to detail, directly contribute to the external perception of a brand
• How Elliot’s Jazz Shapers show on Jazz FM contributes to the Mishcon de Reya brand, demonstrating the firm's association with innovation and business success with a format that allows for deeper engagement with clients, potential clients and influential voices.

About our guest: Elliot Moss is Partner and Chief Brand Officer at Mishcon de Reya. With a background in advertising, including roles at Leo Burnett and Leagas Delaney, Elliot has extensive experience in brand strategy. He also hosts the "Jazz Shapers" program on JazzFM where he interviews business founders who, like the shapers of jazz soul and blues have defied convention, broken the mould and gone on to achieve great success.

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