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Why should anyone buy you?

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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

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