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Survey Trends in Law Marketing, 2011

FINN PR asked 50 of the most influential Belgian business law firms which trends they expect to emerge in law marketing in 2011. Read more »

Online marketing by law firms in Belgium

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INTRODUCTION: THE BURGER KING CASE

“At the Law Firm Business Development Forum, Anne Chwat, General Counsel of Burger King, told the story of being surprised with a class action suit for violating an anti-trust rule she didn’t know existed.What did she do? She did a search for it. One name came up with the right content right on topic, and that ultimately led to an engagement.”  Adrian Dayton reporting on the 2010 Law Firm Business Development Forum

If the General Counsel of Burger King (market cap: almost 2 billion euros) is shopping for lawyers online, it tells us that the use of internet has changed irrevocably. Read more »

Communicatie in crisistijd: de pers over grootbanken in september 2008 en september 2009

In deze paper analyseren we het imago en de communicatiestrategie van drie marktleidende grootbanken (Fortis, Dexia, KBC) bij het uitbreken van de financiële crisis (september 2008) en één jaar later (september 2009). Read more »

Marketing and branding for law firms: beyond positioning

TABLE OF CONTENTS

  1. Shortcomings of a positioning strategy for law firms
  2. Branding: the "house of brands" versus "the branded house"
  3. Branding the law firm through media exposure
 

ABSTRACT

Most business law firms try to differentiate themselves on client benefits that do not differentiate them from the competition. "Positioning" law firms is therefore not the most succesful strategy in the current landscape. Law firms are starting to see the need for branding efforts, although most law firms are locked into a "house of brands" strategy rather than a "branded house" strategy. The author enumerates why more efforts should go to branding law firms through media exposure. 

 

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