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Branding: Enhancing Successful Legal Marketing

By Jane M. Hewson

The efficacy of branding law firms has been a topic of considerable debate. At root, the discussion lays bare an interesting and fundamental question ' are law firms really something greater than the sum of their parts? On one level, any organization that isn't completely dysfunctional adds something to the individuals of which it is comprised. Getting from that simple human statement to branding, however, requires buy-in to another, related concept.

Branding requires institutional consistency ' that is, consistency of markets, of messages, of service, of aptitudes, etc. Few firms, if any, manifest that level of sameness. Law firms are not made of margarine; they're made of people. But branding implicitly conveys sameness, consistency; the lawyers who work inside a firm's walls are often aware of the contradiction ' their clients and prospects are also aware of it.

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