The Law Firm Brand
by Julius Melnitzer, Lexpert Magazine, February 2014
“As new forms of communication mean less personal interactions with clients, law firm branding is increasingly filling the marketing gap.
Lawyers discussing business development seem deeply fond of the near-maxim that “it's all about personal relationships.” Why is it, then, that “branding” is becoming so ubiquitous these days in the lexicon of law firm business development?”
… “Law firms have to ask themselves what the common thread is that makes the firm attractive and appealing to clients,” Duffy says. “When a firm can uncover that thread, it becomes the intangible, contagious, authentic quality driving the passion that brings everyone together”…
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