Use the 12 Archetypes to Assess Your Firm and Size Up Your Competition Brand marketers universally agree that there are twelve brand archetypes. Each of the twelve archetypes is depicted on the wheel below, along with a well-known brand that epitomizes it. Note that the archetypes are grouped into four categories: stability, fulfillment, enjoyment, and risk. As you consider your…
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Redesigning your logo is a big deal. For one thing, it usually means completely overhauling your brand’s visual identity with ripple effects throughout your brand architecture and infrastructure. For another, it automatically lands you in full-on rebrand territory, which necessarily means added expense and complexity. For these and other reasons, it often makes good sense to revitalize your brand with…
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Staying competitive in today’s legal marketplace demands you constantly refine, revise and update your law firm’s marketing strategy to maintain brand relevance and recognition. You can never be “one and done” when it comes to marketing your law firm. It’s not enough to undertake the occasional website redesign or rebranding. Instead, you need to establish a regular and rigorous practice…
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A chief marketing officer is charged with charting your firm’s marketing strategy at an executive level by working closely with partners to achieve business goals. A dedicated CMO can take your law firm to the next level. The right CMO will both enhance your firm’s brand and increase its visibility while remaining true to your existing culture. Hire well, and…
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Your law firm’s website is without a doubt your most powerful communications, sales and marketing tool. It is the face of your firm and the first impression you will make on almost all of your prospective clients. In other words, you simply cannot afford for your firm’s website to become a liability with poor design choices and subpar messaging that…
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