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The Business of Branding: Are You an 'Innie' or an 'Outie'?

By Sean Leenaerts

There's an interesting discussion that's been going back and forth lately on LinkedIn. The topic being discussed is whether or not there is a trend among law firms to move their marketing and creative in-house and ' more important ' if it's a good idea. The topic has garnered a lot of discussion, both pro and con.

There are usually three main reasons why businesses ' and let's just say that for the sake of this article we're talking about law firms ' take their marketing in-house: cost, control and time. The argument goes that firms which take their marketing in-house will save a substantial amount of money, have greater control over their messaging and marketing approach, and be able to produce marketing materials and react to new opportunities faster. These are all great goals for law firms to have, but whether or not they can be achieved by taking marketing in-house is something that merits further examination.

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