Elliot Moss didn't join a law firm to keep things the same. As Partner and Chief Brand Officer at Mishcon de Reya LLP, he brought a deep understanding of branding into a profession that often dismisses it, and changed how one of the UK's top firms thinks about growth and perception. He shares how clarity, consistency, and emotional intelligence turned Mishcon from a £45 million practice into a £380 million brand defined by truth and differentiation, not slogans. Clients, he says, may buy expertise, but they stay because of trust and how a firm makes them feel.

He talks candidly about leading change in a culture that prizes logic over emotion, showing how small wins and patience can reshape perception from within. The conversation moves beyond marketing into the psychology of leadership, exploring why authentic differentiation matters more than polish and how strong branding can become a firm's greatest competitive advantage. For Elliot, the future of law will belong to those who understand that perception drives performance—and that real brand power is earned, not advertised.

Episode Breakdown:

00:00 Building a Brand Inside a Law Firm 04:35 From Advertising to Legal Branding 06:30 Why Differentiation Matters in Professional Services 09:08 Changing Client Perception Through Authentic Branding 15:33 Strategy and Growth at Mishcon de Reya LLP 24:32 Leading Change in a Traditional Industry 31:16 AI, Private Capital, and the Future of Law Firms 36:59 Elliot Moss on Leadership and Opportunity

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