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As lawyers are accepting the cold, hard truth that practicing law is not enough today and that marketing is crucial, in comes branding -- a seemingly harmless buzzword, but invoke it in a room full of law firm marketing people and fireworks fly. Not only is there no consensus about what "branding" means, but there is also no consensus about whether law firms should try to brand their wares.
February 15, 2001 at 12:00 AM
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The original version of this story was published on Law.Com
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