Gain a Big-Picture Perspective

In this four-part “DIY competitive intelligence” series, the Competitive/Market Intelligence Shared Interest Group hopes readers will learn the ways in which legal marketers can incorporate competitive intelligence (CI) practices into their business development workflows without incurring significant costs. The first installment covered research tools, the second covered company research, and the third explored effective resources and methods for making current awareness information available to law firm decision-makers. In this final installment, we look at the value of industry research in helping you gain a big-picture perspective. 

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. 

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.