Strategies+: A Blog for Legal Marketers

Resistance Continues, but the Practice of Law Is Transforming

Posted by Merry Neitlich on Jun 20, 2017 4:13:26 PM

Embrace (and Even Seek) Change to Stay Afloat

It has been said that change is the only constant in the world. Nagging realities in the legal marketplace continue to place pressure on law firms, of all sizes, to confront the demand for inevitable changes.

The days of straight billable hours and traditional client-attorney relationships may be slipping away. A few of the pressures law firms are telling us they feel from clients and the marketplace include having state-of-the-art technologies, increasing the use of contract lawyers, corporate legal departments creating their own metrics to codify the cost of performing legal tasks, AI, knowledge management, more specific and customized delivery of legal services, and providing more staffing options. An increasing number of firms are incorporating big data analytics to efficiently reduce risks, cost and time needed to complete matters.

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Topics: Strategies

Rebranding 101: Managing the Project [Part 3]

Posted by Jacqueline Madarang and Kelly Schrupp on Jun 13, 2017 4:30:59 PM

Learn How to Optimally Manage a Rebranding Project

In November 2014, our firm Bradley Arant Boult Cummings LLP embarked on a website redesign, and several months later, at the request of our marketing and business development committee, we undertook a firm-wide rebranding. Approximately 20 months later, we had met our milestones and launched our new, singular name brand, “Bradley,” as well as our new website. There were successes and setbacks along the way, but in the end, we triumphed. Having come out the other end of this makeover, we would like to share what we learned along our journey in a three-part series, to help other legal marketers and law firm professionals apply the knowledge to their own large-scale marketing projects.

In the first installment of our Rebranding 101 series, In the first installment of our Rebranding 101 series, we wrote about whom to bring to the table at the outset of your law firm’s rebranding effort; and in the second, we discussed what parties to include in the rollout of your new brand. In the final article in our series, we discuss how to manage a project of this magnitude, including defining the scope, setting a budget and establishing a timeline in a way that allows for some degree of flexibility. 

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Topics: Strategies, Rebranding, Collaboration

Rebranding 101: Who Should You Involve During the Rollout? [Part 2]

Posted by Jacqueline Madarang and Kelly Schrupp on Jun 6, 2017 4:26:15 PM

Learn Whom You Need to Finish Strong With Your Rebranding Process

In November 2014, our firm Bradley Arant Boult Cummings LLP embarked on a website redesign, and several months later, at the request of our marketing and business development committee, we undertook a firm-wide rebranding. Approximately 20 months later, we had met our milestones and launched our new, singular name brand, “Bradley,” as well as our new website. There were successes and setbacks along the way, but in the end, we triumphed. Having come out the other end of this makeover, we would like to share what we learned along our journey in a three-part series, to help other legal marketers and law firm professionals apply the knowledge to their own large-scale marketing projects.

In the first installment of our Rebranding 101 series, we wrote about whom to bring to the table at the outset of your law firm’s rebranding effort. A successful rebranding, however, isn’t just about who you decide to tap when the project begins; it also depends on who you engage when you’re preparing to roll out your new identity. In this blog, we discuss some of the key stakeholders you will want to involve as you prepare to reveal the results of those months of hard work.

Do Not Neglect IT

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Topics: Strategies, Rebranding, Collaboration

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About this Blog

Strategies+

Strategies+ is your online resource to discover exclusive content on the state of the legal marketing profession that goes beyond Strategies magazine, including:

  • Case studies from Your Honor Award winners
  • Weekly trendspotting
  • Guest blogs from legal marketing leaders
  • And much, much more!