This objection stands in the way of many law firms' branding efforts. As a solution, some firms are focusing on other aspects of their practice, such as location. Heller, Ehrman emphasizes its people, including caricatures in its ads announcing new lateral hires. The 350-lawyer San Francisco firm of Littler Mendelson has made a name for itself as a national specialist in labor and employment law issues. And Shaw, Pittman has recently hired designers to give its firm a technologically savvy look, as part of an effort to brand the firm as strong in technology transactions.
Every firm does the same level of advertising.
It's like everyone is back at the same level playing field. The task of differentiation was much easier a few years ago when firms like Hyatt Legal Services were able to make themselves known quickly. Now the firm is known for its litigation expertise. Other professional service providers such as bankers, insurance agents and accountants have created brands, so marketers argue that law firms can, too.