Law Practice
Jun. 7, 2017
When law firms look and sound alike
Brand has become secondary, if not generally irrelevant in most cases (with limited exceptions). There are few firms, if any, that can rely on "brand" for client relationships or business generation.
Law firm partners and strategy consultants constantly ask, "why did you choose firm A?" Or, "would you choose firm B because they are (as they themselves say on their own websites) a pre-eminent private equity, technology or life sciences firm?" What sets any one law firm apart from the hundreds of others seeking substantially the same business and having substantially the same "taglines" about the depth and breadth of their purported experience and expertise?
A technology-focused f...
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