It 'owned' the pest-control space. The branding worked partly because few other firms were targeting that market and partly because the firm's managing partner, Greg Crosslin, convinced his partners the rebrand would eventually work to the firm's collective benefit. Fishman has just completed a similar make-over for another firm, Levenfeld Pearlstein, which now finds itself targeting the gay and lesbian market in Chicago. Promises, promises The message from the branding consultants is that firms need to stand out from the crowd. However, in the UK at least, the consultants themselves have some convincing to do if they're to crack the law firm market.
Many firms are still wary of letting a bunch of creatives loose with their letterheads.
When Walker Morris worked on its brand three years ago, the process was entirely internal. In a dozen years of working in law firm marketing I've never found any external brand consultant that's lent sufficient weight to warrant the amount of money they charge,' she states. The most important thing is to be honest about who or what you are. They're both bloody lies. They can't tell the truth about themselves.