Attractive Prospects for Suburban Law Firms
April 12, 2004
Two panelists in the Recruiter Views article note current economic trends that favor midsize firms. In this article, the managing director of a suburban midsize firm describes how to position such a firm for profitability.
Legal Business and Employment Outlook: Recruiter Views
April 12, 2004
The following remarks are excerpted from "The Outlook for 2004: A Recruiter Roundtable." Lawyers, firms and corporate legal departments can all find reasons for optimism in over a dozen interrelated trends identified by this thoughtful panel.
Supreme Court Will Decide Whether Fair Use Defense Survives a Showing of Likely Confusion
April 01, 2004
On Jan. 9, 2003, the U.S. Supreme Court granted certiorari to decide whether a fair use defense to trademark infringement can trump a finding of likely confusion. <i>KP Permanent Make-Up, Inc. v. Lasting Impression I, Inc.</i>, 328 F.3d 1061 (9th Cir. 2003), <i>cert. granted</i>, 124 S. Ct. 981 (2004). The decision to grant certiorari in this case is especially interesting in light of other recent cases also from the Ninth Circuit in which certiorari was denied.
IP Finance and Law: Four Vignettes
April 01, 2004
Intellectual property is an asset class and patents, prominent members of that class, are call options on the economic value of the covered technology. Because patent value can be substantial, and because the values of companies can be significantly impacted by the value of IP assets, the intersection of finance and patent law is increasingly common. In particular, here are four vignettes in which they intersect.
The Branding Bandwagon is Losing Its Wheels
April 01, 2004
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?
Making Your Network Work
April 01, 2004
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.
Many Marketers, Many Styles
April 01, 2004
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.
Television Advertising for Business Law Firms
April 01, 2004
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.
Getting Wired: Niche Alternatives for Distributing Your Firm's News
April 01, 2004
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?
Depreciating Assets Online
April 01, 2004
The Internet may be destroying your most valuable asset ' whether you know it or not. Day in, day out, your reputation and brand image may be deteriorating, simply by being part of the Net's price-cutting bazaar. This depreciation occurs when online resellers aggressively promote discounts on branded products ' without the brand owner's consent or awareness. It's a problem for your company because brand image may have no meaning in a world dominated by advertisements touting the lowest prices or discount merchandise.
