Old School, New School: How to Get Legacy Partners on Board with Digital Marketing

    Law firms tend to be long-lived businesses, often with decades or more of practice under their belts. The older generation of partners that presides over any long-established firm is usually credited with building the business. And that’s true. But these legacy partners historically used a very different set of business development strategies than the ones that are most effective today. They assembled…

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    Building Consensus With Evidence-Based Design: A Better Result Every Time

    Your law firm’s branding is ripe for a redesign. You know it’s time to hire a design firm and make some strategic decisions. But the reality is that your firm’s partners may not all be in agreement about whether — and how — to make this critical marketing investment. If this sounds familiar, you’re not alone. Many firms worry about hiring…

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    Positioning Matters for Your Law Firm. Here’s Why.

    Your law firm stands by the quality of its work and the depth of its expertise. In many ways, these very attributes form the foundation of your firm’s success to date. That’s especially true if word-of-mouth referrals account for the majority of your new client acquisitions. And if your work speaks for itself, you (or others in your firm) may…

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    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…

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    Five 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, they build on conceptual themes that are bigger and broader than a set of graphic elements; they are supported by ideas that explore the common ground between the brand and our emotions. Marketers often struggle to break away from expected solutions for their category, yet time and…

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