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.

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.

By bringing in-person client interactions to a virtual halt, the COVID-19 pandemic has triggered a digital content explosion as law firms compete for the attention of clients and prospects. A new study of in-house counsel shows that providing substantive, actionable guidance remains the best way to rise above the noise, preserve existing client relationships, and win new ones.

These findings are detailed in the report, “How to Win and Protect Client Relationships in the Age of Remote Engagement,” released by strategic communications firm Greentarget, legal consultancy Zeughauser Group, and B2B branding agency Right Hat. The August 2020 survey of 75 in-house lawyers, including 37 general counsel, offers important guidance for law firms anticipating an extended period of remote outreach

Zeughauser Group's 2020 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 45; The Asia 50; and The Corporate Scorecard.

You can download the ZGuide here.

If you would like a hard copy of the 2020 ZGuide, please send an email to zgadmin@consultzg.com with "2020 ZGuide Request" in the subject line and provide your mailing address.

Zeughauser Group's 2019 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 45; and The Corporate Scorecard.

You can download the ZGuide here

If you would like a hard copy of the 2019 ZGuide, please send an email to zgadmin@consultzg.com with "2019 ZGuide Request" in the subject line and provide your mailing address.

Results of our survey conducted in partnership with Greentarget that focuses on the information consumption attitudes, behaviors and tendencies of in-house counsel. The report includes practical guidance to help law firms compete for greater share of voice among corporate legal departments.

Zeughauser Group's 2018 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; and The Corporate Scorecard.

You can download the ZGuide here

If you would like a hard copy of the 2018 ZGuide, please send an email to zgadmin@consultzg.com with "2018 ZGuide Request" in the subject line and provide your mailing address.

Results of our survey conducted in partnership with Greentarget that focuses on the information consumption attitudes, behaviors and tendencies of in-house counsel. The report includes practical guidance to help law firms compete for greater share of voice among corporate legal departments.

Law firms continue to increase their marketing headcount at a steady rate, from an average of one marketer per 25 lawyers in 2014 to 1:18 in 2017, according to a benchmarking survey recently released by Zeughauser Group. The most profitable firms invest even more in their marketing teams, with the top quartile among respondents averaging a 1:12 ratio.

This steady increase reflects the realization that strategic, targeted branding and business development initiatives aren’t just window dressing. When synced to the firm’s business plans and strategic goals, they can drive profitability and growth.

A downloadable pocket guide to Am Law 200 firms with key statistics for 2016:

• number of lawyers and equity partners
• profits per equity partner (PPEP)
• gross revenue and rank by gross revenue (GR)
• revenue per lawyer and rank by revenue per lawyer (RPL)
• compensation average for all partners

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

Clients increasingly hire outside counsel on the basis of specialized expertise. Savvy law firms have stopped trying to position themselves as “full-service.” Instead, spotlight the real strengths that differentiate them from their competitors.

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.