Despite being a firm's most valuable asset, best practice around building a legal brand is very much lacking. In this episode of Passle's CMO Series, Alistair Bone is joined by a legal marketer setting the best practises around law firm identities and brands.
Valerie Brennan, Chief Marketing Officer at Munger, Tolles & Olson LLP, has been on a journey of defining the firm's brand multiple times and brings us her expertise on how to build a brand that effectively reflects and influences the clients, See more +
Despite being a firm's most valuable asset, best practice around building a legal brand is very much lacking. In this episode of Passle's CMO Series, Alistair Bone is joined by a legal marketer setting the best practises around law firm identities and brands.
Valerie Brennan, Chief Marketing Officer at Munger, Tolles & Olson LLP, has been on a journey of defining the firm's brand multiple times and brings us her expertise on how to build a brand that effectively reflects and influences the clients, capabilities and goals of the firm.
Valerie shares:
- Why brand is central to marketing in all industries and the defining factors which are unique to legal marketing, plus her own experience with law firm brands
- What makes an effective legal brand and how firms can begin to identify what their brand should be
- What the key influences are that firms should take into consideration when planning for their brand
- The outputs firms should expect from undertaking a branding exercise
- The first steps in rolling a brand project out to the wider firm
- How marketing teams can achieve buy-in and the consensus needed to start, and then implement the brand changes
- Best practice tools to support any firm’s branding project
- The biggest challenges and stumbling blocks in any branding exercise
- Advice for marketers considering this kind of project
A full transcription of this epsiode is available at Passle.net
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