Attorney Branding

Attorney “Branding” Presented by John Hellerman Philadelphia LMA January 16, 2007

[object Object],What is Branding? ,[object Object]

[object Object],[object Object],Branding: How does it work?

[object Object],[object Object],[object Object],Branding: What is the value?

[object Object],[object Object],[object Object],Branding: What does it mean?

The 4 Cs ,[object Object],Price Promotion (Offers) Place (Distribution) Customer Solution Cost Communications Customer Service (Interaction) The 4 Ps

[object Object],The “Branding Process”

Proctor & Gamble as a law firm ,[object Object],A law firm’s products

Marketing What We Sell “ Clients don’t care about the firm, they care about their lawyer.” “ Firms are too busy ‘institutionalizing’ clients, and not busy enough institutionalizing their talent.”

Marketing What We Sell The talent is the product. The firm is the product marketer.

“ Using” Communications vs. “Doing” Communications Create campaigns that impact the 3 R’s : Relationships, Results, and Reputations Seek compelling content that can be leveraged through multiple channels (internal & external) Apply sophisticated tools down the sales funnel (from general awareness to direct marketing and relationship building) Niche Practice/Partner Positioning STRATEGY

Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Attorney Branding

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