Ideas people
magazines|February 2011Why should anyone buy you?
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WHAT'S INSIDE?
Laurie Robertson, B&M’s global head of marketing and BD, talks to Briefing about brand, differentiation and winning the best business
Can law firms really be different? Does brand matter? And how do you please the procurement people? Rupert White investigates
Which non-legal sectors hold the best marketing and BD talent Why business analytics are just as important as good CRM How a leading French firm radically boosted its pitching capability
ISSUE IN BRIEF
The days when law firms could rely on clients choosing them because they have great lawyers are gone. As Laurie Robertson says in this month’s interview, law firms need to wake up to the value of brand in the legal market, and find real reasons why clients should buy them, rather than A N Other top-100 law firm.
In this issue we analyse how law firms can find real differences, and we find better ways to sell those differences to clients. We also look at how to act different, to get closer to clients in ways they love.
LAURIE ROBERTSON
Laurie Robertson, Baker & McKenzie’s BD and marketing chief, talks to Rupert White about branding, getting close with clients and the elusive goal of differentiation
WHO ARE YOU, ANYWAY?
Is differentiation a myth? Will brand get more important as outsourcing grows? What does your firm really stand for? Rupert White goes in search of BD and marketing nirvana
OUTSIDE EDGE
Law firms need to hire more people into BD and marketing from beyond legal to be competitive, says Simone Timcke of Ambition
