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BTI Brand Elite
Client Perceptions of the Best-Branded Law Firms
2016 Compelling Research. Compelling Results.©2016 The BTI Consulting Group, Inc. All rights reserved.
2016
EXECUTIVE SUMMARY
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 1
BTI’S DATA AND
METHODOLOGY | 4
ABOUT BTI | 91
ALPHABETICAL
LIST OF FIRMS | 95
CONTACT BTI | 120
TO BRAND IS TO BUILD | 2
FINANCIAL IMPACT OF BRAND STRENGTH
BTI BRAND ELITE 2016 | 5
28 FIRMS USING BRAND STRENGTH TO WIN MORE WORK THAN ANYONE ELSE
IN-DEPTH LOOK AT THE BRAND ELITE | 8
PROFILES OF 28 BRAND LEADERS AND THEIR STRATEGIES
THE 9 POWERFUL ATTRIBUTES DRIVING BRAND STRENGTH | 36
CLIENTS RANK 422 LAW FIRMS IN 9 KEY BRAND ATTRIBUTES—BY NAME
BRAND VELOCITY| 80
THE LAW FIRMS STRENGTHENING THEIR BRAND IDENTITY WITH GCS
HOW TO USE YOUR BRAND TO GROW YOUR FIRM | 84
ACTIONS TO BUILD YOUR BRAND PRESENCE WITH GCS
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 2
TO BRAND IS TO BUILD
28 BEST-BRANDED FIRMS RANKED ABOVE ALL OTHERS:
IN POSITION TO WIN MORE WORK
Your brand can vault you to the short list of legal providers or
land you in the discard pile. If your brand is not understood or
conveying the messages General Counsel are looking to hear,
your firm’s full business potential is undermined before you
engage in a single conversation with a potential client.
In 2008, BTI launched the first large-scale brand valuation
study of law firms to demonstrate the significant link between
a law firm’s brand and business results. Specifically:
• Increased revenue
• Outsize financial performance
• Greater access to premium rates
BTI Brand Elite ranks the law firms with the best brand
standing among GCs and legal decision makers. Additionally,
BTI provides you with a road map of activities to ensure your
brand starts winning you more work tomorrow.
BTI BRAND ELITE 2016
LAW FIRMS LARGELY
UNBRANDED
While over ¾ of GCs and legal
decision makers have heard of a
given law firm, fewer than half
have any opinion about these
same firms.
It is this opinion, or lack of
differentiation, driving hiring
decisions and access to premium
rates.
This key fact—less than half the
market is able to identify a single
differentiating characteristic of
top law firms—causes rate
pressure and fewer invitations to
bid on new work.
AVERAGE LAW FIRM
AWARENESS
AVERAGE LAW FIRM
DIFFERENTIATION
46.8%
79.2%
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 3
13 Times Better than All Others
BTI’s research with more than 639 corporate counsel finds
422 law firms enjoy unprompted recognition—the most
important type of recognition—in one or more of the 9 key
dimensions contributing to a law firm’s brand. Of these,
28 firms top the list and perform 13 times better than all
other firms.
The BTI Brand Elite 28 are the firms standing out from the
crowd and creating the standard by which every other law
firm is measured.
What the Brand Elite Do—and Other Firms Are Missing
General Counsel and legal decision makers identify law firms
excelling in 9 differentiating factors demonstrated to improve
a law firm’s brand and positioning in the market.
The Brand Elite enjoy more positive differentiation as well as
year-over-year improvements highlighting their growing
impact on clients and the legal market.
The BTI Brand Elite 28 are setting the stage for what’s to
come—establishing solid, long-lasting reputations for
handling the most high-stakes issues and redefining what it
means to be innovative in a world often criticized for its
devotion to old-school practices.
28 ELITE LAW FIRM BRANDS
3 TIERS OF LAW FIRMS:
ELITE, KNOWN, AND UNKNOWN
422 of the 650 law firms serving
large clients are making a name
for themselves. The flip side of
BTI’s research means more than
30% of law firms are operating in
relative obscurity.
While many law firms are hitting
the radar on some level, few are
able to break through the noise
and truly differentiate their law
firm in the market. The firms
doing this are the BTI Brand Elite.
60.7%
RECOGNIZED BRANDS
4.3%
BRAND ELITE
BRAND ELITE LAW FIRMS’ BRAND STRENGTH IS
13 TIMES STRONGER THAN OTHER LAW FIRMS
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 4
A law firm’s brand can only be built through the
actions and behaviors legal decision makers
witness and experience in the market. Every
individual at a law firm—not simply the
marketing department—is responsible for
bringing the brand to life and ensuring its
potential is maximized.
Brand strength—and the financial benefits—will only be
improved if your firm is having meaningful interactions
with legal decision makers. To be clear: meaningful is
determined by the client—not the law firm.
If your message isn’t resonating with legal decision makers,
they will not be able to differentiate you from the
numerous, meaningless messages they receive from
other firms.
HOW TO USE YOUR BRAND TO ACCELERATE GROWTH
PROFIT FROM YOUR FIRM’S SPECIFIC MARKET-BASED STRENGTHS
AND DEVELOP STRATEGIES TO OVERCOME WEAKNESSES
Client’s Choice
Recommended
Short-Listed
Premium
Premium Worthy
Bet-the-Company
Survivors
Innovation
Movers & Shakers
Tech-Savvy
Value Drivers
Client Service Strategists
ORDER BTI BRAND ELITE 2016 TODAY
TO LEARN YOUR FIRM’S BEST
BRAND ATTRIBUTES
AND THE
3 ACTIONS YOUR FIRM CAN TAKE
TO WIN MORE WORK
VISIT:
WWW.BTICONSULTING.COM/BRANDELITE
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 5
METHODOLOGY AND APPROACH
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 6
BTI’s goal each year is to be
objective and transparent in our
rankings. The BTI Brand Elite is a
data-driven ranking based solely
on in-depth telephone
interviews with leading legal
decision makers.
This research is independent
and unbiased—no law firm or
organization other than BTI
sponsors this study. No law firm
or attorney influences the
results, submits nominations, or
provides client names to BTI.
Each year, BTI reaches out to a
sample of legal decision makers
at large organizations with
$1 billion or more in revenue.
BTI Brand Elite 2016 draws on
data collected in BTI’s ongoing
Annual Survey of General
Counsel.
Participants are granted
confidentiality at the individual
and organizational level. See
next page for a demographic
overview of the organizations
interviewed.
BRAND ELITE: METHODOLOGY AND APPROACH
BTI’s brand valuation system relies on 3 variables to leave no room
for subjective opinion or judgment:
1. Persuasiveness
Strong brands influence client choice, hiring, and rates, especially
premium rates. BTI assessed which activities were most
important to legal decision makers when:
− Making hiring decisions
− Bestowing law firm recommendations
− Awarding premium-rate work
From this analysis BTI isolated 9 attributes most frequently
associated with a strong law firm brand.
2. Strength
BTI conducted 639 in-depth telephone interviews with legal
decision makers to solicit candid, open-ended feedback as to
which law firms stand out as the best in each of the 9 activities.
This analysis relies on top-of-mind awareness. Meaning, legal
decision makers were not asked about particular law firms.
Rather, open-ended questions were asked to determine which
law firms truly harness the power of brand to be remembered by
decision makers.
3. Competitiveness
Performance on the 9 brand factors is judged relative to other
law firms to assess the competitive strength of each law firm
identified by General Counsel and legal decision makers. This
cross-market analysis delivers an insightful snapshot of the
strength and weakness of a law firm’s brand.
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 7
BTI’s goal each year is to be
objective and transparent in our
rankings. The BTI Brand Elite is a
data-driven ranking based solely
on in-depth telephone
interviews with leading legal
decision makers.
This research is independent
and unbiased—no law firm or
organization other than BTI
sponsors this study. No law firm
or attorney influences the
results, submits nominations, or
provides client names to BTI.
Each year, BTI reaches out to a
sample of legal decision makers
at large organizations with
$1 billion or more in revenue.
BTI Brand Elite 2016 draws on
data collected in BTI’s ongoing
Annual Survey of General
Counsel.
Participants are granted
confidentiality at the individual
and organizational level.
2016 SURVEY PARTICIPANT DEMOGRAPHICS
639 in-depth telephone interviewsInterviews
Conducted between March 13, 2014 and
September 10, 2015
Time Frame
Respondents receive a complimentary report of legal
benchmarks and metrics
Incentives
OVERVIEW
ORGANIZATIONS WITH HIGHEST LEVELS OF LEGAL SPENDING
$18.2 billion
$4.7 billion
Average Revenue Median Revenue
REPRESENTATIVE OF MORE THAN 15 INDUSTRY SEGMENTS
Banking High Tech Professional Services
Chemicals Insurance Retail Trade
Consumer Goods Investment Banks Telecomm
Energy Manufacturing Transportation
Financial Services Pharma Wholesale Trade
METHODOLOGY AND APPROACH
Independent, unbiased research
• General Counsel/Chief Legal Officer
• Direct Report to General Counsel
• Other Legal Decision Maker
HIGHEST-RANKING LEGAL DECISION MAKERS
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 8
ABOUT THE BTI CONSULTING GROUP, INC.
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 9
BTI dissects each and every
aspect of the client experience
through more than 14,000
independent interviews with
C-level executives and systematic
analysis.
BTI has helped professional
services firms boost client
service for more than 25 years.
BTI is the leading provider of
strategic research to the legal
community—performing more
market research about law firms
than virtually anyone. BTI has
helped more than 200 law firms
and professional services firms
improve client service through
compelling research and advice.
We conduct the only continuous
benchmarking market study in
the legal services industry, now
in its 16th year.
Implement robust client feedback programs
Assess brand awareness and market positioning
Target market opportunities
BTI conducts the most insightful, custom client surveys as part of world-class
client feedback programs to drive consistent client service delivery for leading
professional services firms.
Clients use BTI’s fact-based approach and powerful decision-making tools to
drive change, create urgency, and substantially boost performance.
More than 70 of the 100 largest law firms use BTI’s
services and research to:
Establish best practices and benchmarks to
drive performance
Drive new business immediately
Keep competitors out of your client base
Find your strengths… and weaknesses
Learn what clients really want from you
The results:
KEY SERVICES TO HELP OUR CLIENTS
Data-driven insights and high-impact advice
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 10
KEY SERVICES TO HELP OUR CLIENTS
BTI performs a broad range of services for our clients, including:
BUSINESS DEVELOPMENT
BTI looks at PERFORMANCE in new ways—driving adoption of new tactics and better results.
 Strategic Business Planning
 Client-focused Business Practices
 Custom Training
CUSTOM CLIENT FEEDBACK RESEARCH
High-impact client feedback drives SUPERIOR client service. Superior client service drives growth.
 Client Service Performance Studies
 Client Needs Assessment
 Your Firm’s Client Service Score
MARKET ASSESSMENT
Establish a DIFFERENTIATED position—with less risk, lower costs, and a greater chance of success.
 Brand Health & Market Awareness Studies
 New Market Entry Assessments
STRATEGIC PLANNING
Assess your options to find the GROWTH best suited to your firm: from least risk to highest return and
anything in between.
 Financial and Market Performance
 Competitive Analysis
CLIENT INSIGHT BRIEFINGS
Tailored to your firm and chock full of CLIENT-BASED insights, BTI briefings draw from our research and
experience to help you boost client satisfaction, increase client retention, and improve your performance.
Please contact Michael B. Rynowecer at +1 617 439 0333 or mrynowecer@bticonsulting.com
to learn more about BTI’s custom research & services.
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 11
Law firms who would otherwise
have little insight into corporate
counsel hiring decisions, goals,
law firm preferences, market
positions, and detailed
recommendations can now gain
access to the same research
used by the largest and best-
performing firms in the world.
The data and insight found in
BTI’s reports are used to train
attorneys, guide business
development, inform strategy,
and calibrate market trends
against firm tactics. In short, you
get many of the benefits of a
custom study commissioned for
your firm, at a fraction of the
cost. These insights are proven
to drive growth and client
retention and protect fees.
All of our reports come with a
100% satisfaction guarantee and
complete telephone support to
help you maximize the value
from our publications.
You can order these and
other compelling BTI
research or publications at
www.bticonsulting.com.
BTI CLIENT SERVICE A-TEAM 2016
17 activities drive superior client relationships.
4 matter most. Discover how clients rate more than
320 law firms—by name—in these key activities,
including Client Focus, Commitment to Help, Legal
Skills, and Provides Value for the Dollar.
BTI BUSINESS DEVELOPMENT OPPORTUNITY ZONES 2016
Your best source for the data and strategies to
jump start your firm’s growth today. With
detailed information on 17 practice areas and 16
industries find the best opportunities to grow,
target and win market advantages, and chart the
best course of action for your firm.
BTI LITIGATION OUTLOOK 2016
Your trusted and essential guide to navigating the
hurdles in the litigation market ahead. Use it to
immediately target the best opportunities, overcome
challenges, and prepare for the biggest changes.
BTI CLIENT SERVICE ALL-STARS 2016
The definitive annual guide to the 312 attorneys
commanding the attention of GCs and legal decision makers
at large organizations. BTI went straight to the source—the
client—to find out exactly which attorneys are truly
influencing and changing the legal industry.
BTI RESEARCH AND PUBLICATIONS
Authoritative, innovative, and practical advice from our research
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 12
This copy of BTI Brand Elite 2016 is licensed to you for private, noncommercial use for
internal, company purposes. No portion of this information may be copied or transmitted in
any form, shape, or manner without the prior written consent of The BTI Consulting Group,
Inc., of Wellesley, MA. Any violation of this license may be punishable by applicable federal
statutes and subject the user to additional and compensatory licensing fees.
Copyright ©The BTI Consulting Group, Inc., 2016.
Address any questions to:
The BTI Consulting Group, Inc.
396 Washington Street, Suite 314
Wellesley, MA 02481
+1 617 439 0333
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 119
TERMS OF USE
©2016 The BTI Consulting Group, Inc. All rights reserved.
+ 1 617 439 0333  www.bticonsulting.com
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 13
For more information on BTI’s research, seminars, training, or
workshops, please call: +1 617 439 0333
You can also email Michael B. Rynowecer, BTI President, directly at:
mrynowecer@bticonsulting.com
Reach BTI on the web at:
www.bticonsulting.com
CONTACT BTI
BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 120

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BTI Brand Elite 2016 Executive Summary

  • 1. BTI Brand Elite Client Perceptions of the Best-Branded Law Firms 2016 Compelling Research. Compelling Results.©2016 The BTI Consulting Group, Inc. All rights reserved. 2016 EXECUTIVE SUMMARY
  • 2. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 1 BTI’S DATA AND METHODOLOGY | 4 ABOUT BTI | 91 ALPHABETICAL LIST OF FIRMS | 95 CONTACT BTI | 120 TO BRAND IS TO BUILD | 2 FINANCIAL IMPACT OF BRAND STRENGTH BTI BRAND ELITE 2016 | 5 28 FIRMS USING BRAND STRENGTH TO WIN MORE WORK THAN ANYONE ELSE IN-DEPTH LOOK AT THE BRAND ELITE | 8 PROFILES OF 28 BRAND LEADERS AND THEIR STRATEGIES THE 9 POWERFUL ATTRIBUTES DRIVING BRAND STRENGTH | 36 CLIENTS RANK 422 LAW FIRMS IN 9 KEY BRAND ATTRIBUTES—BY NAME BRAND VELOCITY| 80 THE LAW FIRMS STRENGTHENING THEIR BRAND IDENTITY WITH GCS HOW TO USE YOUR BRAND TO GROW YOUR FIRM | 84 ACTIONS TO BUILD YOUR BRAND PRESENCE WITH GCS
  • 3. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 2 TO BRAND IS TO BUILD 28 BEST-BRANDED FIRMS RANKED ABOVE ALL OTHERS: IN POSITION TO WIN MORE WORK Your brand can vault you to the short list of legal providers or land you in the discard pile. If your brand is not understood or conveying the messages General Counsel are looking to hear, your firm’s full business potential is undermined before you engage in a single conversation with a potential client. In 2008, BTI launched the first large-scale brand valuation study of law firms to demonstrate the significant link between a law firm’s brand and business results. Specifically: • Increased revenue • Outsize financial performance • Greater access to premium rates BTI Brand Elite ranks the law firms with the best brand standing among GCs and legal decision makers. Additionally, BTI provides you with a road map of activities to ensure your brand starts winning you more work tomorrow. BTI BRAND ELITE 2016 LAW FIRMS LARGELY UNBRANDED While over ¾ of GCs and legal decision makers have heard of a given law firm, fewer than half have any opinion about these same firms. It is this opinion, or lack of differentiation, driving hiring decisions and access to premium rates. This key fact—less than half the market is able to identify a single differentiating characteristic of top law firms—causes rate pressure and fewer invitations to bid on new work. AVERAGE LAW FIRM AWARENESS AVERAGE LAW FIRM DIFFERENTIATION 46.8% 79.2%
  • 4. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 3 13 Times Better than All Others BTI’s research with more than 639 corporate counsel finds 422 law firms enjoy unprompted recognition—the most important type of recognition—in one or more of the 9 key dimensions contributing to a law firm’s brand. Of these, 28 firms top the list and perform 13 times better than all other firms. The BTI Brand Elite 28 are the firms standing out from the crowd and creating the standard by which every other law firm is measured. What the Brand Elite Do—and Other Firms Are Missing General Counsel and legal decision makers identify law firms excelling in 9 differentiating factors demonstrated to improve a law firm’s brand and positioning in the market. The Brand Elite enjoy more positive differentiation as well as year-over-year improvements highlighting their growing impact on clients and the legal market. The BTI Brand Elite 28 are setting the stage for what’s to come—establishing solid, long-lasting reputations for handling the most high-stakes issues and redefining what it means to be innovative in a world often criticized for its devotion to old-school practices. 28 ELITE LAW FIRM BRANDS 3 TIERS OF LAW FIRMS: ELITE, KNOWN, AND UNKNOWN 422 of the 650 law firms serving large clients are making a name for themselves. The flip side of BTI’s research means more than 30% of law firms are operating in relative obscurity. While many law firms are hitting the radar on some level, few are able to break through the noise and truly differentiate their law firm in the market. The firms doing this are the BTI Brand Elite. 60.7% RECOGNIZED BRANDS 4.3% BRAND ELITE BRAND ELITE LAW FIRMS’ BRAND STRENGTH IS 13 TIMES STRONGER THAN OTHER LAW FIRMS
  • 5. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 4 A law firm’s brand can only be built through the actions and behaviors legal decision makers witness and experience in the market. Every individual at a law firm—not simply the marketing department—is responsible for bringing the brand to life and ensuring its potential is maximized. Brand strength—and the financial benefits—will only be improved if your firm is having meaningful interactions with legal decision makers. To be clear: meaningful is determined by the client—not the law firm. If your message isn’t resonating with legal decision makers, they will not be able to differentiate you from the numerous, meaningless messages they receive from other firms. HOW TO USE YOUR BRAND TO ACCELERATE GROWTH PROFIT FROM YOUR FIRM’S SPECIFIC MARKET-BASED STRENGTHS AND DEVELOP STRATEGIES TO OVERCOME WEAKNESSES Client’s Choice Recommended Short-Listed Premium Premium Worthy Bet-the-Company Survivors Innovation Movers & Shakers Tech-Savvy Value Drivers Client Service Strategists ORDER BTI BRAND ELITE 2016 TODAY TO LEARN YOUR FIRM’S BEST BRAND ATTRIBUTES AND THE 3 ACTIONS YOUR FIRM CAN TAKE TO WIN MORE WORK VISIT: WWW.BTICONSULTING.COM/BRANDELITE
  • 6. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 5 METHODOLOGY AND APPROACH
  • 7. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 6 BTI’s goal each year is to be objective and transparent in our rankings. The BTI Brand Elite is a data-driven ranking based solely on in-depth telephone interviews with leading legal decision makers. This research is independent and unbiased—no law firm or organization other than BTI sponsors this study. No law firm or attorney influences the results, submits nominations, or provides client names to BTI. Each year, BTI reaches out to a sample of legal decision makers at large organizations with $1 billion or more in revenue. BTI Brand Elite 2016 draws on data collected in BTI’s ongoing Annual Survey of General Counsel. Participants are granted confidentiality at the individual and organizational level. See next page for a demographic overview of the organizations interviewed. BRAND ELITE: METHODOLOGY AND APPROACH BTI’s brand valuation system relies on 3 variables to leave no room for subjective opinion or judgment: 1. Persuasiveness Strong brands influence client choice, hiring, and rates, especially premium rates. BTI assessed which activities were most important to legal decision makers when: − Making hiring decisions − Bestowing law firm recommendations − Awarding premium-rate work From this analysis BTI isolated 9 attributes most frequently associated with a strong law firm brand. 2. Strength BTI conducted 639 in-depth telephone interviews with legal decision makers to solicit candid, open-ended feedback as to which law firms stand out as the best in each of the 9 activities. This analysis relies on top-of-mind awareness. Meaning, legal decision makers were not asked about particular law firms. Rather, open-ended questions were asked to determine which law firms truly harness the power of brand to be remembered by decision makers. 3. Competitiveness Performance on the 9 brand factors is judged relative to other law firms to assess the competitive strength of each law firm identified by General Counsel and legal decision makers. This cross-market analysis delivers an insightful snapshot of the strength and weakness of a law firm’s brand.
  • 8. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 7 BTI’s goal each year is to be objective and transparent in our rankings. The BTI Brand Elite is a data-driven ranking based solely on in-depth telephone interviews with leading legal decision makers. This research is independent and unbiased—no law firm or organization other than BTI sponsors this study. No law firm or attorney influences the results, submits nominations, or provides client names to BTI. Each year, BTI reaches out to a sample of legal decision makers at large organizations with $1 billion or more in revenue. BTI Brand Elite 2016 draws on data collected in BTI’s ongoing Annual Survey of General Counsel. Participants are granted confidentiality at the individual and organizational level. 2016 SURVEY PARTICIPANT DEMOGRAPHICS 639 in-depth telephone interviewsInterviews Conducted between March 13, 2014 and September 10, 2015 Time Frame Respondents receive a complimentary report of legal benchmarks and metrics Incentives OVERVIEW ORGANIZATIONS WITH HIGHEST LEVELS OF LEGAL SPENDING $18.2 billion $4.7 billion Average Revenue Median Revenue REPRESENTATIVE OF MORE THAN 15 INDUSTRY SEGMENTS Banking High Tech Professional Services Chemicals Insurance Retail Trade Consumer Goods Investment Banks Telecomm Energy Manufacturing Transportation Financial Services Pharma Wholesale Trade METHODOLOGY AND APPROACH Independent, unbiased research • General Counsel/Chief Legal Officer • Direct Report to General Counsel • Other Legal Decision Maker HIGHEST-RANKING LEGAL DECISION MAKERS
  • 9. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 8 ABOUT THE BTI CONSULTING GROUP, INC.
  • 10. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 9 BTI dissects each and every aspect of the client experience through more than 14,000 independent interviews with C-level executives and systematic analysis. BTI has helped professional services firms boost client service for more than 25 years. BTI is the leading provider of strategic research to the legal community—performing more market research about law firms than virtually anyone. BTI has helped more than 200 law firms and professional services firms improve client service through compelling research and advice. We conduct the only continuous benchmarking market study in the legal services industry, now in its 16th year. Implement robust client feedback programs Assess brand awareness and market positioning Target market opportunities BTI conducts the most insightful, custom client surveys as part of world-class client feedback programs to drive consistent client service delivery for leading professional services firms. Clients use BTI’s fact-based approach and powerful decision-making tools to drive change, create urgency, and substantially boost performance. More than 70 of the 100 largest law firms use BTI’s services and research to: Establish best practices and benchmarks to drive performance Drive new business immediately Keep competitors out of your client base Find your strengths… and weaknesses Learn what clients really want from you The results: KEY SERVICES TO HELP OUR CLIENTS Data-driven insights and high-impact advice
  • 11. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 10 KEY SERVICES TO HELP OUR CLIENTS BTI performs a broad range of services for our clients, including: BUSINESS DEVELOPMENT BTI looks at PERFORMANCE in new ways—driving adoption of new tactics and better results.  Strategic Business Planning  Client-focused Business Practices  Custom Training CUSTOM CLIENT FEEDBACK RESEARCH High-impact client feedback drives SUPERIOR client service. Superior client service drives growth.  Client Service Performance Studies  Client Needs Assessment  Your Firm’s Client Service Score MARKET ASSESSMENT Establish a DIFFERENTIATED position—with less risk, lower costs, and a greater chance of success.  Brand Health & Market Awareness Studies  New Market Entry Assessments STRATEGIC PLANNING Assess your options to find the GROWTH best suited to your firm: from least risk to highest return and anything in between.  Financial and Market Performance  Competitive Analysis CLIENT INSIGHT BRIEFINGS Tailored to your firm and chock full of CLIENT-BASED insights, BTI briefings draw from our research and experience to help you boost client satisfaction, increase client retention, and improve your performance. Please contact Michael B. Rynowecer at +1 617 439 0333 or mrynowecer@bticonsulting.com to learn more about BTI’s custom research & services.
  • 12. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 11 Law firms who would otherwise have little insight into corporate counsel hiring decisions, goals, law firm preferences, market positions, and detailed recommendations can now gain access to the same research used by the largest and best- performing firms in the world. The data and insight found in BTI’s reports are used to train attorneys, guide business development, inform strategy, and calibrate market trends against firm tactics. In short, you get many of the benefits of a custom study commissioned for your firm, at a fraction of the cost. These insights are proven to drive growth and client retention and protect fees. All of our reports come with a 100% satisfaction guarantee and complete telephone support to help you maximize the value from our publications. You can order these and other compelling BTI research or publications at www.bticonsulting.com. BTI CLIENT SERVICE A-TEAM 2016 17 activities drive superior client relationships. 4 matter most. Discover how clients rate more than 320 law firms—by name—in these key activities, including Client Focus, Commitment to Help, Legal Skills, and Provides Value for the Dollar. BTI BUSINESS DEVELOPMENT OPPORTUNITY ZONES 2016 Your best source for the data and strategies to jump start your firm’s growth today. With detailed information on 17 practice areas and 16 industries find the best opportunities to grow, target and win market advantages, and chart the best course of action for your firm. BTI LITIGATION OUTLOOK 2016 Your trusted and essential guide to navigating the hurdles in the litigation market ahead. Use it to immediately target the best opportunities, overcome challenges, and prepare for the biggest changes. BTI CLIENT SERVICE ALL-STARS 2016 The definitive annual guide to the 312 attorneys commanding the attention of GCs and legal decision makers at large organizations. BTI went straight to the source—the client—to find out exactly which attorneys are truly influencing and changing the legal industry. BTI RESEARCH AND PUBLICATIONS Authoritative, innovative, and practical advice from our research
  • 13. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 12 This copy of BTI Brand Elite 2016 is licensed to you for private, noncommercial use for internal, company purposes. No portion of this information may be copied or transmitted in any form, shape, or manner without the prior written consent of The BTI Consulting Group, Inc., of Wellesley, MA. Any violation of this license may be punishable by applicable federal statutes and subject the user to additional and compensatory licensing fees. Copyright ©The BTI Consulting Group, Inc., 2016. Address any questions to: The BTI Consulting Group, Inc. 396 Washington Street, Suite 314 Wellesley, MA 02481 +1 617 439 0333 BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 119 TERMS OF USE
  • 14. ©2016 The BTI Consulting Group, Inc. All rights reserved. + 1 617 439 0333  www.bticonsulting.com BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 13 For more information on BTI’s research, seminars, training, or workshops, please call: +1 617 439 0333 You can also email Michael B. Rynowecer, BTI President, directly at: mrynowecer@bticonsulting.com Reach BTI on the web at: www.bticonsulting.com CONTACT BTI BTI Brand Elite 2016: Client Perceptions of the Best-Branded Law Firms | 120