The best branding for a law firm, not matter it be large or small, is that it excels in b2b advice. This isn't new. For a few years now, leaders in law firms such as Jones Day's Mickey Pohl have been hammering that lawyers have to take into account the whole business picture and not approach a legal challenge in isolation. Now, James Flanigan in THE NEW YORK TIMES is reinforcing that necessity.
Prospects and clients require lawyers to sketch out options and their possible impact on the business. Those law firms and even solo lawyers who do this with the best outcomes are the ones who are receiving the referrals. Those who don't are left behind underemployed in a 20th century world in which points of law, unrelated to actual business, ruled.
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