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The Legal Marketplace Branding Roundtable
Branding: Is it the legal marketplace buzzword for the twenty-first century or is there really something to all of this? On October 19th Law Journal Newsletters Marketing The Law Firm hosted a Roundtable in its offices in Philadelphia. We decided to give branding its due by bringing together a panel of experts: Burkey Belser is President and Creative Director of Greenfield Belser Ltd. with offices in Washington, DC and Boston; Dr. Mark Greene is the Managing Director of The Brand Research Company with offices in Washington, DC and Boston; Douglas C. Kramer is the Chief Marketing Officer of Drinker Biddle & Reath LLP, Philadelphia; and Edward M. Schechter is the Chief Marketing Officer of Duane Morris LLP, Philadelphia. What appears below is entire transcript of the Roundtable. An edited version appears in the November print copy of the Newsletter.
–Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief, Marketing The Law Firm.
Tursi: Through the use of branding law firms are attempting to differentiate themselves with some success. However, the scope of a law firm's services no matter how distinctive is that of being a professional services organization with either a general practice or a specialized boutique practice. What is the strategy for developing the branding of specific practice areas within the environment of a general practice large law firm and how can those practice areas be differentiated from other areas of the firm without 'going to war' within the partnership as it relates to one practice area being successfully branded over another?
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