This document discusses the evolution of marketing and branding from Web 1.0 to the current Web 2.0 and the emerging Web 3.0 and 4.0. It outlines the increasing connectivity and convergence across many industries enabled by advances in digital technologies and mobile access. The document provides strategies for law firms to develop an effective brand in this changing environment, including building online awareness and engagement, optimizing websites for search and social media, creating multimedia content, and focusing on one of the new 3Ps of implicit marketing: people, processes, or physical evidence. Firms are encouraged to take 7 steps toward developing a Brand 3.0 strategy to compete in this age of convergence.