Guest article: Matt Baldwin, Coast
Last week, the creative mastermind at Jaguar Land Rover, Gerry McGovern, was given the shove. It was a crashing end to what has been a stellar career.
The writing might have been on the wall when in December last year JLR revealed a very different brand – all pinks, pastels and supermodels – without a hint to its much-loved and envied history.
It was a brave move and credit to JLR for sticking to their guns, even if its concept car is one few of us could ever imagine driving.
But when presidents, the world’s richest men and the media pile in… well, you might well question your choices.
It raises the question of whether businesses can still be brave in their marketing, comms and PR?
We think they should. And even more so for professional services firms.
We are regularly asked to deliver workshops designed to encourage lawyers and accountants to engage in PR and wider comms activity. We start with a little game… Guess That Firm (and yes, we’re waiting for the BBC and Michael McIntyre to get in touch).
Participants are asked to name a firm from their strapline. See how you fare.
“It’s business. But it’s personal.”
It is, of course, Mishcon de Reya.
“Achieve more. Together.”
From the distinctive Mills & Reeve.
They get harder.
“An international law firm with a point of view like no other.”
That’s Womble Bond Dickinson
“Navigating complexity”
The recently created Broadfield.
There is a point to this game. It is very difficult to differentiate one firm from another. At first glance, they all look remarkably similar. Even more so for accountancy firms outside of the Big Four.
When the need for differentiation has never been greater, firms are becoming ever more cautious. And harder to tell apart.
Even firms with catchy straplines or who are ‘purpose-led’ are fearful of offending, of having the spotlight turn on them. No firm wants a president, a billionaire or clients pointing a finger at their firm.
A polarised political and media landscape, stirred by social media, is largely to blame.
And the world is becoming more, not less, political. Change is being forced on us, whether we like it or not.
Will the same PR and comms approach used today work if Reform leads the country? What if the Green Party play a greater role?
Will law and accountancy firms react to more radical political agendas in the same way as the established parties? Or will comms and PR activity genuinely voice the concerns of clients?
There is, of course, always a middle way. Focus on the implications of policy and not the politics.
But if your firm doesn’t know what it stands for, then neither do your employees. And more worryingly neither do your clients.
Matt Baldwin is the joint managing director of Coast, a media relations agency.