Branding, differentiation, and marketing of Intellectual Property (IP) law firms. This was the Keynote presentation by Ross Fishman, CEO Fishman Marketing, of the Association of Legal Administrators (ALA) Sept 2014 conference. Using many detailed actual examples and law firm case studies, it covers how to stand out, identifying a niche market, and how to use SEO and social media like LinkedIn and Google+.
It focuses on targeting narrow industries or sub-specialty practice areas to stand above the crowd. It also covers internal-communications and cross-selling issues and using a retreat to help the lawyers work together across offices and practice areas.