Law.com Subscribers SAVE 30%

Call 855-808-4530 or email [email protected] to receive your discount on a new subscription.

Marketing the Law FirmLJN NewslettersNewsSections

<b><i>The Business of Branding:</i></b> To Build the Brand, Build Up The Lawyers

By John Hellerman

This month, we're talking about “Building the Brand.” It's a challenge that all firms take on, and it's an easy one to get wrong ' just ask Howrey. It's also easy to start in the wrong place. When attempting to build their brands, the first question that law firm managers and marketers should ask is not “How can we build our brand?” but rather a prior question: “What is the brand that we're trying to build?”

This is a critical question for law firms, because the answer is not intuitive. Law firms have a natural inclination to see the firm itself as the brand most relevant to their work, and thus the one they are trying to build. There are any number of reasons for this. For one, it's easier to think about promoting a single brand ' the law firm writ large ' than its many constituent parts. For another, the law firm is the entity that signs the marketers' paychecks, a fact that wins it a certain amount of unconscious loyalty. On some level, it makes more sense to build up the institution than the many attorneys who are free to leave the firm at a moment's notice.

This premium content is locked for Entertainment Law & Finance subscribers only

  • Stay current on the latest information, rulings, regulations, and trends
  • Includes practical, must-have information on copyrights, royalties, AI, and more
  • Tap into expert guidance from top entertainment lawyers and experts

For enterprise-wide or corporate acess, please contact Customer Service at [email protected] or 877-256-2473

Read These Next
The Article 8 Opt In Image

The Article 8 opt-in election adds an additional layer of complexity to the already labyrinthine rules governing perfection of security interests under the UCC. A lender that is unaware of the nuances created by the opt in (may find its security interest vulnerable to being primed by another party that has taken steps to perfect in a superior manner under the circumstances.

Beach Boys Songs Written Decades Ago Triggered Current Quarrel With Lawyers Image

There's current litigation in the ongoing Beach Boys litigation saga. A lawsuit filed in 2019 against Nevada residents Mike Love and his wife Jacquelyne in the U.S. District Court for the District of Nevada that alleges inaccurate payment by the Loves under the retainer agreement and seeks $84.5 million in damages.

Major Differences In UK, U.S. Copyright Laws Image

This article highlights how copyright law in the United Kingdom differs from U.S. copyright law, and points out differences that may be crucial to entertainment and media businesses familiar with U.S law that are interested in operating in the United Kingdom or under UK law. The article also briefly addresses contrasts in UK and U.S. trademark law.

Strategy vs. Tactics: Two Sides of a Difficult Coin Image

With each successive large-scale cyber attack, it is slowly becoming clear that ransomware attacks are targeting the critical infrastructure of the most powerful country on the planet. Understanding the strategy, and tactics of our opponents, as well as the strategy and the tactics we implement as a response are vital to victory.

When Is a Repair Structural or Nonstructural Under a Commercial Lease? Image

A common question that commercial landlords and tenants face is which of them is responsible for a repair to the subject premises. These disputes often center on whether the repair is "structural" or "nonstructural."