On target
magazines|April 2013How law firms are learning the lessons of business
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WHAT'S INSIDE?
Freshfields’ marketing and BD chief on how to win the marketing game
Rebrands, personal brand, marketing methods, digital... It’s all inside
Mashing up BD and CRM data and much more
ISSUE IN BRIEF
Brand is what you want people to think of your business, but it has to be based on what they already think. It’s incredibly important to law firms right now, alongside all the other facets of marketing, because the heat is on to capture new markets and dominate old ones.
That’s why for the first time we’ve made an issue of Briefing about marketing (a more BD-focused issue comes to you in September), and we’ve researched the top 100 legal marketing and BD directors. Do marketing and brand matter more than ever, now that everyone wants a piece of your action?
QUEEN OF BRANDS
Rupert White talks brand favourability, global law firm marketing challenges and hiring the next generation of marketing and BD people with Freshfields’ chief marketing and BD officer, Elizabeth Chambers
FROM BRAND NEW TO BRAND YOU
Brand is back in fashion in legal marketing – but it’s not what it was. From rebrands and refreshes to the rise of the power of the personal brand, marketing tomorrow’s law firm is a tougher game than ever. Are you ready? Polly Botsford reports
BETTER CONNECTED
Briefing talks to Joe Przybyla of Thomson Reuters’ business development software team about how law firms can get more useful revenue-generating information out of the relationships their people already have
