Lawyers who want to prosper in the new millennium — whether they practice at large firms or in smaller offices — had better be prepared to learn from the likes of Starbucks and Coke. So say the marketing experts who have brought to the legal world the latest in trendy buzzwords — branding.

Reducing the marketing concept to a single catchy word, of course, runs the risks of making it seem both too simple and too complex. Too simple because it fails to adequately convey that building a law firm’s brand-name identity is a long-term process composed of many small steps. Too complex because giving it a new name easily obscures the fact that branding, after all, is precisely what successful firms have always done: deciding what it is they want to be known for and getting the word out.

This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.

To view this content, please continue to their sites.

Not a Lexis Subscriber?
Subscribe Now

Not a Bloomberg Law Subscriber?
Subscribe Now

Why am I seeing this?

LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.

For questions call 1-877-256-2472 or contact us at [email protected]