In "Five Marketing Lessons from Howrey's Graveside," John shows us what the demise of Howrey tells us about the marketing of lawyers and firms. Namely: although firms tend to think of themselves as the relevant "brand" to be marketed to clients, they aren't. Individual lawyers are the "brands" that clients buy, and hence individual lawyers should be the centerpiece of marketing campaigns. Efforts to market law firms as institutions, meanwhile, are better directed to their shareholders and potential shareholders (i.e., partners and lateral prospects), rather than clients. Distilling wisdom John has shared in different forums over the last ten years, the analysis of Howrey provides a powerful case study for John's thinking.