January 01, 2014

The Five Pillars of Extraordinarily Successful Marketing, Pillar II: Branding

Sherman Titens

Editor’s Note: This is the second article in a series on marketing. The first article addressed “Positioning.”

One of the most famous brands in the world is Coca Cola. A law firm may not be able to follow Coke’s example by adding a “miracle ingredient” to improve its brand’s prospects, but it can still evaluate its own brand’s relevance and uniqueness to improve the client acquisition/retention process.

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