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The Business of Branding: Find Your Nugget

By Sean Leenaerts
February 28, 2012

Here's an interesting fact: It takes 22 tons of rock, gravel, grass and dirt to yield one single ounce of gold. Why is this interesting ' particularly in an article devoted to the branding of law firms? Because mining for gold has a lot in common with finding a law firm's unique position in the marketplace. In both cases, you have to sift through a lot of dreck to find that precious nugget.

Ask any attorney ' associates to senior partners ' what makes her law firm stand out from every other firm and the answer is often the same: exceptional client service, depth and breadth of talent, a broad range of practices and services, deep experience, cost-effectiveness, personal attention, responsiveness, a firm that partners with its clients, etc.

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