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As with traditional branding, a digital brand is simply the perception individuals have of a business or organization online. Digital branding is a brand management technique that uses a combination of Internet branding and digital marketing to develop a brand over a range of digital venues, including Internet-based relationships, device-based applications and media. The objective is to establish and build trust with potential clients, especially while they are in the decision phase of the selection process.

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As you approach your clients during the upcoming holidays and new year, think creatively. This Q&amp;A with Aon COO Audrey Rubin provides more than a dozen examples of ways to add value and build stronger relationships with our clients. The <i>MLF</i> team challenges you to undertake one or two of these in your next go-to-market strategies.

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<b><i>Roles, Results &amp; Roadblocks</b></i><p>An increasing number of the world's largest law firms are conducting business at such a scale that having a dedicated, full-time client service or experience officer adds significant value to the firms and their clients.

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Retargeting combines two of the most important aspects of digital marketing: automation and personalization. Marketers use retargeting to stay in front of the consumer across devices and to ultimately try to reach them at the right time — the moment of purchase intent.

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The daily demands and vast portfolio responsibilities of a legal marketer are weighty and, in too many instances, never ending. The highly charged, rigorous, deadline-driven culture of “more is more” stands in drastic contrast to a well-balanced body-mind-spirit experience.

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<b><i>Strong Hands-on Leadership is Crucial in Today's Competitive Practice Environment</b></i><p>A financially and professionally successful law firm does not simply evolve. It must be built in an orderly and systematic manner. The values important to a firm have to be identified, defined, organized and centrally placed. The responsibility for achieving these goals must be keyed to an organizational factor. Whether this is a committee or an individual, ultimately someone must be responsible.

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Back in March of this year, we predicted changes and trends the results of the 2018 Mattern Cost Recovery Survey would reveal. At that time, we got our…

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Reverse SEO is part of a firm's online reputation management strategy that suppresses negative content such as bad service reviews in search engines so that potential clients and partner companies will have difficulty finding it.