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Branding — once considered the key mission of law firm marketing efforts — is now more appropriately viewed as a means to achieve the desired result: developing business. In fact, “All institutional marketing must fuel business development — or be ineffective,” say Norm Rubenstein and Kent Zimmermann of the legal marketing consultancy Zeughauser Group. How can a law firm realize the power of a strong brand — which in other industries can be a company’s most valuable asset — to drive the business pipeline and get it on the short list every time?

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