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Who Controls Your Brand ' You or Your Clients?

By Jeffrey Morgan and Jeremy Hoders
April 26, 2011

We are all familiar with the old adage, “You are what you eat,” but is your firm allowing your clients to take control of your brand by awarding you the cases they send your way? In essence, are they defining your firm by what they allow you to eat? And, are you allowing your clients or target audiences to speak about you without accurately conveying your firm's brand message?

These are questions that have growing merit in a world where your clients are not simply controlling your brand by the type of work they send you, but rating your performance on your ability to understand their objectives and expectations. They are also rating your legal expertise, your efficiency and management of their processes, your responsiveness and communication, as well as your ability to predict their costs and budgeting skills. These ratings comprise the ACC Value Challenge and Index ' the yardstick by which firms are now being measured.

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