We use cookies on this site to enable your digital experience. By continuing to use this site, you are agreeing to our cookie policy. close
Focus On
NEW In-House Counsel | Insurance | Intellectual Property | Immigration | Natural Resources | Real Estate | Tax

Branding, skillful mergers the keys to Big Law success | Julius Melnitzer

Friday, June 02, 2017 @ 9:03 AM | By Julius Melnitzer

It used to be that beyond name recognition — logos and the like — branding served only a limited purpose for law firms who sold services based for the most part on the individual expertise of their lawyers or their practice groups.

But as personal contact declined in a globalized, connected and online world, the elements that create and maintain relationships, personal or otherwise, have changed. As face time decreases and alternate modes of projection and communication emerge, of necessity a void is created. Branding is...