Archive for

A Call Out to the Legal Profession: Marketing is Not Beneath You

Law firms have highly tuned levels of expertise, yet they fail over and over again to articulate their difference effectively. “Everyone uses blue. Blue is not a differentiator—that’s why we chose brown.” A colleague repeated this statement to me as he was lamenting the state of branding discourse in the legal industry. He had recently attended a panel discussion of…

Read full story
How to Break Branding Rules

5 Paradoxes of Branding—and How to Successfully Break the Rules to Succeed

Successful brands break rules that have been the foundation of marketing dogma. Instead of just following what they’ve been taught or seen work successfully elsewhere, they build on conceptual themes that are bigger and broader than a set of graphic elements. These brands are supported by ideas that explore the common ground between the brand and our emotions. Marketers often…

Read full story