Mid-sized Christchurch law firm Saunders & Co engaged The Different to develop it a brand campaign that would differentiate it in a busy in a largely undistinguished legal services market.

The solution was a values based positioning that put the strengths and qualities of the firm’s people as the most important and powerful determiner of success.

The positioning statement “Powered by people” was added to the firm’s brand and individual partners, associates and lawyers all adopted a quality that their peers and clients felt set them apart and this became for each their own personal version of the brand positioning statement.

Collectively the firm is seen as the sum of its parts – people of quality with significant value to add.

Saunders & Co