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law firm

Brand Strategy: What is the Role of B2B Branding?

November 3, 2016 —

Brand Strategy: What is the Role of B2B Branding?

What is the role of B2B branding? How is it different from sales and marketing? Why should B2B enterprises be adopting purpose-driven brand strategies? What benefits will they accrue by adapting themselves to the changing requirements of the Purpose Economy? It’s no longer business-as-usual in the B2B marketplace. Long-held beliefs are giving way to new opportunities. Many of the reliable tools of the past are no longer as effective as they used to be. All of this is prompting more and more B2B leaders to explore the idea of transforming their businesses into purpose-driven enterprises....
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Law Firm Branding Project: Launching with Impact

October 11, 2016 —

Law Firm Branding Project: Launching with Impact

A law firm branding project isn’t just about the strategy or the creative – it’s about getting the law firm ready, aligned, and joined together behind the change. A new brand is an opportunity to build excitement and momentum around the future of your law firm. And the launch plays a large role in this. But launching a global law firm brand and figuring out how you are going to share it with the people who matter to your business is no small task. Here are some tips for launching your new brand: Although pushing your new website live is often the symbol of a new launch, there’s a lot of...
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The Human Dimension of Law Firm Branding

January 11, 2016 —

The Human Dimension of Law Firm Branding

Law firm branding is not easy. I find it ironic that many of the most people-driven enterprises in our economy – law firms, architecture, consulting, and engineering firms – are often the most superficial with branding. For most professional service firms, “branding” is only about logos and color palettes. It seems branding’s only goal is to project a serious, professional, and trustworthy identity. Unfortunately, this limited view of branding leads most professional service firms to the same bland destination. Indeed, the Internet is littered with the drab, me-too,...
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