For a long time, it has been HBC's contention that—for the most part—law firms should see themselves as collections of talent and, therefore, as brand marketers rather than as the brands themselves. However, the question remains: what would that look like? How would a law firm describe itself if it were geared toward “branding” its individual talent rather than the firm itself? Being a PR firm, we considered what a boilerplate—the standard “about us” language placed at the bottom of news releases—might look like if a law firm considered itself just that, a brand marketer rather than the brand.
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