Discover to Whom You Should Turn for Rebranding Support
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 this first installment, we dive into the people behind the rebranding process — specifically the entities that marketing departments should bring in at the beginning.
Few innovations can grow and thrive within a law firm without a few internal champions to help sell the concept to colleagues. Internal champions are those individuals who fully understand and support your efforts and, preferably, have some degree of authority within the firm.