All for one; one for all
One of the hardest elements for any international firm attempting to enter a new foreign market is building up brand recognition. Jolene Overbeck explains how Latham & Watkins builds and exports its core values to its overseas offices
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.
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