Legal services marketing has matured, but in today’s difficult business climate – driven by the trends of globalisation, consolidation and greater accountability – there are new ground rules for marketing practice. The dual objective of differentiation in a mature industry and the need to protect the firm’s most valuable asset, its reputation, demands a more measured, integrated marketing approach.
For global law firms the challenges related to creating such an integrated programme are significant. With scant brand recognition in the international markets, global firms – whether American or European – must compete with domestic firms that have established brands at a local level.
