This month, we're talking about “Building the Brand.” It's a challenge that all firms take on, and it's an easy one to get wrong ' just ask Howrey. It's also easy to start in the wrong place.
<b><i>The Business of Branding:</i></b> To Build the Brand, Build Up The Lawyers
When attempting to build their brands, the first question that law firm managers and marketers should ask is not "How can we build our brand?" but rather a prior question: "What is the brand that we're trying to build?"
By
John HellermanThis premium content is locked for Marketing the Law Firm subscribers only
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