EY and LInkedIn recently launched a new alliance to "help companies use technology, social networks and innovative sales techniques to empower their go-to-market efforts."

In itself this is interesting. However, more interesting is the joint sense of purpose that Mark Weinberg, EY Global Chairman and CEO says drove the collaboration. According to Mark:

"EY and LinkedIn are both driven by a sense of purpose. At EY, we continually strive to build a better working world by bringing our clients the tools and services they need in a rapidly changing business environment. Data analytics and technology have transformed the way companies operate, and together, EY and LinkedIn will provide organizations with leading-edge tools to navigate those changes."

This is a great example of when having a clear sense of purpose helps you know which ideas to say yes to and which ideas to say no to.

The learning here for law firms? Stop thinking of brand as being just about marketing; realise that it's an intrinsic part of your business strategy.