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…
Read full story
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
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…
Read full story