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Your Firm In A Nutshell

By Steven A. Meyerowitz

Domestic and international corporations have long used slogans and tag lines as tools to differentiate themselves from their competitors. Think of Avis' “We try harder,” Michelin's “Because so much is riding on your tires,” and “Thank goodness for Kleenex.” Consider as well Coca-Cola and McDonald's.

Decades of research ' and corporate bottom lines ' support branding as a tool to help sell consumer goods. Larry Smith, the New Jersey-based Director of Strategy for Levick Strategic Communications, maintains that branding works to the extent that “it is about differentiating one company from another in the marketplace and giving people an instinctive understanding of what that company is all about.” Can law firms use this technique, too?

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