Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


Brand Positions That Adapt to Multiple Markets

By Joe Walsh
April 17, 2018
Brand Positions That Adapt to Multiple Markets

In professional service and broader B2B organizations, it can be challenging to find a position and message for a brand that can span industries, locations and services offerings.

Your clients can be large institutions and smaller businesses. They can be executive and individual clients. They can be local, national or international. They can be in disparate sectors ranging from health care to telecommunications to energy. And more often than not, they are all of the above. 

In these situations, brand positions, promises and messages need to be versatile. Here are examples of three very different B2B organizations, who have created promises that adapt to multiple markets—without changing their, umm, colors or stripes.

Epiq, International Legal Solutions Provider

Epiq works with corporate legal departments and law firms of all shapes and sizes, around the globe. Its professional's leverage technology and experience to streamline the complex, costly and time-consuming administration of litigation, investigations, financial transactions, regulatory compliance and other business operations. Solutions range from class action support to bankruptcy matters, compliance issues to eDiscovery, and from court reporting to running internal business processes more efficiently.

They sum up all they do in the line “People. Partnership. Performance.” and take it to various markets with a common look, feel and voice.


Dorsey, AMLaw 100 Firm

Dorsey is a high-performing full-service law firm started more than 100 years ago in Minnesota that has been making great strides globally ever since. The Dorsey brand positions the firm as a source of competitive advantage for its clients, and is anchored by the tagline “always ahead.” The firm considers the line to be a service mantra. The notion expressed in all the firm’s communications is simple: Dorsey helps clients stay ahead of schedule, the curve, the problem, the pack and more. With a commitment to this organizing messaging principle, various markets Dorsey serves make "always ahead" their own.

FINN, 600+ Person Agency

Launched seven short years ago, Finn Partners is a “new” agency model, driven by a collaborative spirit that spans marketing research, strategy, campaign disciplines and sectors. Finn had $18 million in fees at its founding. In 2018, we have close to $80 million in fees, 600 colleagues, 16 offices and 15 core services served. Named “Best New Agency,” “Best PR Agency to Work for in North America” and“ Best Mid-Sized Agency of the Year” three times, the agency is on a roll, but its old brand was not.

The new has a bold look that delivers the passion of our people. The promise of attention-earning results, is summed up with “Out with the old, in with the wow.” In this case, the creative hook was IN our name.