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The Power of Image

By Mark Merenda
August 30, 2005

Lawyers are often uncomfortable with investing in their firm's image. First, they see marketing in general and image in particular, as somehow “slick” or “deceitful.” What should matter, they say, is how good an attorney they are. Not all this marketing stuff.

At the same time, attorneys are taught to think of themselves as “professionals,” and as such, they need to look professional. For most, this means putting a Doric column or the scales of justice on their business card.

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