One of the highlights of the day was a brilliant talk from Elliot Moss, Partner and Chief Brand Officer at Mishcon de Reya, who shared candid insights into the fragile nature of brand and offered practical advice for marketing and BD leaders on proving its value in professional services. Here's a few takeaways from Elliot's talk;

1. Brand is Fragile  and Always Under Scrutiny

Reputation can shift in an instant. Elliot reminded everyone that brands live in a volatile environment where public perception changes quickly. For professional services firms, this means every client interaction, piece of coverage, and campaign can build or erode trust. The takeaway: treat brand as a living asset that must be protected daily.

2. Link Brand to Revenue and Profit

Boards rarely buy into abstract notions of brand strength. They want to see how brand investment supports the bottom line. Elliot emphasised that marketing leaders must use data to demonstrate a directional connection between brand activity and financial outcomes. This doesn’t mean proving every pound delivers exact returns, but showing evidence through multiple data points that brand drives growth, retention, and profitability. He also stressed if you are not already - go and make friends with you CFO and Finance Team. A good relation here will go a long way. 

3. Numbers Matter But So Does Client Voice.

Mishcon shows the impact of marketing by tracking the return on every pound spent. At the same time, they regularly speak with clients to gather feedback. Elliots key point here was that the trick for marketers is to use both data and client insights to prove that brand is not just a nice extra, but a core driver of business success.

4. Brand as Advocacy

Marketing leaders need to think beyond campaigns and content. At its core, brand is advocacy, and how persuasively you articulate your difference in a crowded market. Awareness, familiarity, and favourability are essential stepping stones that lead to client consideration and, ultimately, growth. The challenge is to ensure your story is distinctive, credible, and consistent across every touchpoint.

5. Root Strategy in Truth

Elliot was keen to share that Mishcon’s brand  “It’s business, but it’s personal”  wasn’t invented by marketers, but drawn from truth. The way the firm has historically served clients with personal dedication. A brand that emerges from authentic values and behaviour will resonate more powerfully than any manufactured positioning.

6. Relevance Comes from Context

In a period of constant volatility, relevance is everything. Moss’s formula is simple: substance plus context equals relevance. Marketing and BD leaders must ensure their propositions address real client needs and are rooted in the broader environment, not just internal aspirations.

For professional services firms, brand is not an abstract concept, it is a commercial driver. To win the confidence of boards and partners, marketers must blend numbers, client insights, and authentic storytelling. The message from Elliot was clear, if you want your partners to listen, show them the data, root your brand in truth, and make it matter to growth!