It's easy to believe a well-run organization wouldn't make this type of marketing error, one that so clearly demonstrates a lack of vision. But I regularly see similar examples in the marketing efforts of law firms. If they do, they don't communicate it very well. There are many reasons law firms have difficulty developing and communicating a vision. In their haste to establish a marketing campaign or develop new business, many law firms develop positioning strategies or full-blown advertising campaigns that demonstrate a lack of vision and confuse or turn off the very targets of their efforts.
Many lawyers resist anything that smacks of a fad.
The lawyers cannot agree on the 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 must not be undermined by tomorrow's decision. Widely held and believed .