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.