Strategies+: A Blog for Legal Marketers

Rebranding 101: Who Should Be Involved at the Outset?

Posted by Jacqueline Madarang and Kelly Schrupp on May 30, 2017 3:16:57 PM

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.

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Topics: Strategies, Rebranding, Collaboration

Building a Top-of-Mind Brand: Awareness

Posted by Elizabeth Duffy on May 23, 2017 3:54:00 PM

How to Maximize Visibility With Your Brand

This is the first in a three-part series that explores the drivers of a law firm’s brand lifecycle. This first part explores awareness.

Aside from its people, a law firm’s brand can be considered its most valuable asset. A strong brand creates warmer opportunities for lawyers and helps clients feel confident about their choice for law firm representation.

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Topics: Strategies, Communications

Client Journey Mapping: Part 2

Posted by Yolanda Cartusciello on May 16, 2017 10:00:00 AM

Detailing Your Client Journey Map

This is the second in a two-part series on client journey mapping. The first blog defined the process and provided an explanation of its value. This second part details the process, along with some tips on how to improve your odds for success.

Differentiating the client experience is a critical component of a law firm’s success, and client journey mapping is a very effective tool in helping firms differentiate that experience.

A client journey map is a visual representation of the steps and perceptions that a specific client goes through over a period of time to accomplish a specific goal that may include some interactions with your organization. The map helps identify how the client views an organization by putting interactions in the context of the client’s broader goals, objectives and activities.  

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Topics: Strategies, Client Services

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About this Blog


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

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  • And much, much more!