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The Business of Branding: What Legal Marketers Can Learn from Consumer Branding

By Sean Leenaerts

With the holidays upon us, consumer marketers are revving up their collective engines in the race for our dollars.
And while the onslaught of advertising may be so deafening and intrusive that most of us will seek to avoid it, legal marketers should pay some attention. There are a number of things that we as marketers could learn from the consumer side as we prepare our marketing plans for the coming year.

Consumer branding and marketing places emphasis on the emotional aspects of a purchase based on a product's status or the target's personal aspirations. Branding and marketing professional services, on the other hand, leverages rational buying decisions based on business values and objectives. The problem for law firms lies in that most seek lifetime relationships with both business and private clients, which means they often find themselves straddling the line between two traditionally different target audiences. Logic and rational decisions prevail over emotion in much of legal marketing, but often at the price of not being connecting with the law firm's target audience.

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