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

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?"

6 minute read July 01, 2015 at 12:08 PM
By
John Hellerman
<b><i>The Business of Branding:</i></b> To Build the Brand, Build Up The Lawyers

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.

This premium content is locked for Marketing the Law Firm subscribers only

ENJOY UNLIMITED ACCESS TO THE SINGLE SOURCE OF OBJECTIVE LEGAL ANALYSIS, PRACTICAL INSIGHTS, AND NEWS IN Marketing the Law Firm

  • 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
Subscribe Now

Already have an account? Sign In Now

For enterprise-wide or corporate access, please contact Customer Service at [email protected] or call 1-877-256-2473.

NOT FOR REPRINT

© 2026 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Continue Reading

Is Your Law Firm’s AI Ready for Answer Engines and Clients?

AI claims are getting more scrutiny and regulators are looking more closely at whether organizations can substantiate what they say their AI does, while courts are beginning to address what happens when AI-generated search summaries get information wrong.

November 01, 2026

When AI Agents Trigger a Crisis, Part 2: Before the Agent Acts

This is the second in a two-part series on AI-driven crises. Part 1 examined communications during an incident while the facts are still developing. Part 2 addresses crisis plans, governance and tabletop exercises before an agent acts on behalf of the business.

November 01, 2026
Centellic Logo

© Copyright 2026 ALM Global, LLC trading as Centellic.

Advertise with Us Customer Support Terms of Service