Customer focus is no longer a service promise. It is a strategic growth driver.
Many businesses describe themselves as customer-centric. Fewer can clearly articulate the emotional role they play in customers’ lives. That is where the real strategic opportunity lies. Dr. Martens’ return to profit growth has been attributed, in part, to a renewed focus on the customer. On the surface, that sounds familiar. Most organisations talk about customer […]
Brand learning – Lesson 5: Do brands revolve or evolve with trends?
Trends influence every aspect of modern branding. Design styles shift, communication channels evolve and new technologies reshape the way organisations interact with audiences. These changes can create pressure for brands to constantly refresh their appearance and messaging. The challenge is determining how much change is necessary. Should brands follow trends closely in order to remain […]
The rise of truly distinctive professional services brands
The rise of truly distinctive professional services brands Why sounding like everyone else is now a commercial risk Why professional services brands are losing distinction Across legal, accounting, consultancy, engineering, financial services and B2B advisory sectors, many firms are facing the same challenge, they no longer sound meaningfully different. Spend time reviewing professional services websites, […]
Brand learning – Lesson 4: Your brand is a business asset
Many organisations acknowledge that brand is important. However, far fewer treat it with the same strategic attention as other business assets. Physical infrastructure, technology systems and financial investments are carefully managed and maintained over time. They are recognised as critical components of long term growth. Brand should be viewed in exactly the same way. Understanding […]
Brand learning – Lesson 3: The power of internal brand
Brand building is often associated with external visibility. Campaigns, websites, advertising and social media all contribute to how an organisation is perceived in the marketplace. Yet the strength of a brand externally is often determined by how clearly it is understood internally. An organisation cannot consistently communicate something to the outside world that it does […]
Brand learning – Lesson 2: Brands are built by people.
When people talk about brands, the conversation often gravitates towards what can be seen. Visual identity, advertising campaigns and messaging frameworks tend to dominate the discussion. Logos, colour palettes and creative concepts are, of course, important. They shape recognition and help communicate intent.
The evolving role of Client Services: What you should expect from your Client Services team in 2026
Working in Client Services has always meant balancing relationships, delivery and problem-solving, but our roles within the Client Services team are evolving faster than ever.
Brand learning – Lesson 1: The learning never ends
One of the most important lessons in brand strategy is that the learning never really stops. Markets shift, audiences evolve, and culture constantly reshapes the way people interpret brands. What resonated five years ago, or even last year, may not carry the same meaning today.
Beyond precedent: Building distinctive brand propositions for modern law firms
In today’s legal sector, expertise is expected. Technical excellence is assumed. Most firms can demonstrate strong credentials, experienced teams and proven results. As a result, differentiation rarely comes from what a firm does. It comes from how it thinks, how it behaves and how it connects with clients.
Mobas launches region-wide brand awareness campaign for East Anglian Air Ambulance
At Mobas, we’re proud to be launching a major new brand awareness campaign for East Anglian Air Ambulance, designed to build understanding, relevance and long-term support across Cambridgeshire and West Suffolk.