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Highlights of the latest franchising cases from around the country.

What happens when your client wants to build a mountain? Literally. And franchise the concept. That's exactly the challenge presented by the WaterSnoGo proposed franchise under development by M-O-H INCORPORATED.

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Ask any attorney in a specialized practice area to identify their most effective sources of new business, and you'll probably hear "referrals from other lawyers" listed as one of the best ways of meeting profitable new clients. One increasingly popular method of generating referrals from lawyers in other geographic areas is to participate in a law firm network or association.

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Advertising has been a consistent and critical component of Minneapolis-based Leonard, Street and Deinard's marketing plan for years. Currently a 180-attorney firm, in 1998 Leonard, Street and Deinard was one of the first business law firms in the Twin Cities to introduce a print advertising campaign, which ran primarily in local business and legal publications. As we looked to 2004, we knew we had to do something to break through the clutter. At the same time, we wanted to maximize the impact of our advertising communications while minimizing costs. Our advertising agency returned with an ambitious plan. They recommended that we no longer advertise in business and legal publications, instead concentrating our media buy in two new areas: a print media buy in the local business daily newspaper, and a television ad campaign. To say we were taken aback by the second recommendation is an understatement.

These are questions many industries have been asking themselves about the larger wires, and the legal world is starting to as well. The large wire services definitely have their place in the world of media relations. But, let's face it, you're not Microsoft. And, the legal news business can be a small world. There are only so many legal trades. In the wider media universe, most reporters and editors do not go to the big wires looking for story ideas or sources. In general, those releases issued on the big wires spin a corporate message, and are too processed to be of assistance to a reporter covering a particular legal issue. So, if the larger wires won't get you the media attention you want, what will?

A recent article in a legal publication stated, "there's a growing realization that money spent on branding campaigns hasn't paid off," referring in particular to the branding efforts of some large law firms. If this is true, what should your firm do about it? Should your firm jump on or off the "branding bandwagon"? How did branding become so prevalent?

There are several schools of thought in the broader law marketing community about how lawyers can ' and should ' market effectively. In fact, entire courses are taught to provide lawyers with a consistent framework for marketing. These are all well and good, but it is important to remember that lawyers have different personalities and, with that, different styles of marketing.

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CA Court of Appeals Decision on DeCSS A Setback to Movie Industry Striking a blow to the movie industry, a California Court of Appeals has reversed a preliminary…