FINN

In nature, birds have developed the most incredible features and behaviour to impress

(You can also download this paper as a PDF file. Opens a new window) 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.

Most professional services firms claim to know that their most valuable leads for new business are current or former clients.

TABLE OF CONTENTS Shortcomings of a positioning strategy for law firms Branding: the "house of brands" versus "the branded house" 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.