Or clothing for teenagers. Not only would consumers be confused, they would probably question the soundness of the company's management strategy. It's easy to believe that a well-run organization wouldn't make this type of marketing error, one that so clearly demonstrates a lack of vision. But unfortunately I see similar examples in the marketing efforts of law firms on a regular basis. There are many reasons law firms have difficulty developing and communicating a vision.
Many lawyers resist anything that smacks of a fad.
The lawyers cannot agree on the future direction of the firm. Most firms are collections of individuals or groups of lawyers practicing in different substantive areas or serving different types of clients. Although developing a vision can be difficult, it's worth the effort. Today's marketing efforts cannot be undermined by tomorrow's decision. This requires that the firm articulate clearly what it hopes to be, such as its target clientele, geographic scope or lines of service for the future.