In the olden days we weren’t allowed to say the M word (marketing) within 50 meters of a law firm because it was considered too unprofessional and trendy. Now, Partners throw around the B word (branding) like there’s no tomorrow! Yet in my experience, very few lawyers understand what branding is, why it works, and how to use it to their advantage. So here’s a primer on branding for lawyers and those who support them marketing-wise.
If you’ve seen Mad Men then you know about the ad agency business in the fifties. That was the advent of strategic marketing. At . . . [more]