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Branding, Article

December 2022

Managing Brand Equity When Law Firms Merge

Mary K Young writes about the process of law firm mergers, the growing urge for firms to combine, the sensitivity around post-merger firm names, and retaining brand equity.

Branding, Marketing Planning, Mergers and Acquisitions, Strategic Planning | Publications and Articles | Mary K Young | ALM Intelligence Fellows

September 2021

2021 ZGuide to Leading Law Firms

Zeughauser Group's 2021 Pocket Guide to the American Lawyer Rankings of the Am Law 200 by Profits Per Equity Partner and by Value Per Lawyer; The A-List; The Global 100; The Global 200; The China 50; The Asia 50; and The Corporate Scorecard.

If you would like a hard copy of the 2021 ZGuide, please send an email to zgadmin@consultzg.com with "2021 ZGuide Request" in the subject line and provide your mailing address.

Branding, Client Service Interviews, Leadership Development, Management Consulting, Marketing Organization Design, Marketing Planning, Mergers and Acquisitions, Strategic Planning | Publications and Articles

June 8, 2021

Business Development Success: How a Big Law Event Series Led to 6,000 Guests

Marketing a law firm has been a challenging proposition during the pandemic, with offices closed and clients working in their homes. Some law firms have added entertaining relationship events to their marketing strategies, like wine tastings or book clubs over Zoom.  Arent Fox enlisted the help of two popular celebrities for interviews before a Zoom audience that included clients and potential clients.  Mary K Young observes that  many of these efforts were very successful. She notes that “if you’re going to do something that’s outside the practice of law, it’s best to totally focus on that and do it right, without trying to insert any legal substantive or marketing component.  Some people might object that it doesn’t have anything to do with the business of law, but that’s the point of events like this - law is a relationship business. These events bring people together.”


Branding, Marketing Planning | News Mentions | Mary K Young | The National Law Journal

March 29, 2021

How a Good Year Can Trip Up Firms Down the Road

Complacency and the assumption that what is working now will always work can put a darker tint on a successful financial year for law firms.  What worked last year isn’t guaranteed to work this year, and relying on that principle could in fact have a detrimental effect on success down the road.  Mary K. Young observes that a small number of firms tend to move forward in a halting fashion, taking two steps forward and then one step back. But she believes that most firms recognize that being static after success isn’t the way to replicate it moving forward.  It isn’t so much that firms have a great year and then rest on their laurels. The firm could have had a major litigation matter settle and have comparatively lower numbers the next year.

Branding, Management Consulting, Strategic Planning | News Mentions | Mary K Young | Law.com

Minding Your Firm Brand

In a roundtable discussion, Mark K Young discusses:

  • What is a brand and how do you define it?
  • How do you know if a brand is working?
  • Are firms making big branding mistakes?
  • Have firms moved fast enough on content marketing?
  • Is it a smart move for law firms to bring emotion into branding?

Branding | News Mentions | Mary K Young | Law Practice

February 2010

The Financial Case for Law Firm Branding

Over the last two decades, global law firms have evolved from collegial professional partnerships to organizations that adhere to the management practices of other large businesses, yet many of them continue to neglect the vital importance of effective branding, particularly in a weak economy.  Mary K Young discusses the need for strong branding:

  • What is a strong brand, and what are its benefits?
  • How does a law firm develop a stronger brand at a reasonable cost?
  • How does a law firm instill its brand in the marketplace?

She concludes that law firms that build strong brands attract the most prestigious clients to do their most important work. Consequently, they are among the most profitable law firms in the world.

Branding | Publications and Articles | Mary K Young | Law360

June 2017

2017 State of Digital & Content Marketing Survey

Greentarget and Zeughauser Group surveyed In-house counsel as part of our ongoing research into social media and content consumption.

Branding, Marketing Planning | Publications and Articles | Mary K Young