Managing partner Paul Mickey Jr. says the firm has decided to showcase its prowess in complex technology transactions. That includes creating a more interactive, user-friendly Web site, as well as designing a firm logo and revising the typeface used for Shaw, Pittman's name and the colors used in its printed materials. But the practice has grown immensely. . . . They want an image and a Web site that reflects the technological sophistication of the firm. Then again, Shaw, Pittman is hardly the first to go after high-tech work.
Every firm does the same low level of advertising.
It's like everyone is back at the same level playing field. It was much easier to make an impression a few years ago, Jaffe says. Take Hyatt Legal Services, for example. They were able to create a brand as a store-front law office in a relatively short time because so few firms were advertising back then, Jaffe says. To duplicate the feat today would be far more difficult and far more expensive.