Clients come to BigLaw as well as LittleLaw because, to them, the stakes are high. You bet, they want the best available for what they are willing to spend. That usually means going with a "premier" brand. However, premier branding doesn't have to communicate "old."
Sirignano, founder of Image Marketing Consultants which serves the Northeast Corridor, especially New England, explains how to balance an elite identity with the need to communicate that you are 100% in-touch with whatever.
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"Merging Branding with Youth Ethos" - Kate Sirignano, Image Marketing Consultants
The poignant reality, thanks to digital technology, is that America has shifted to a youth ethos. Maybe not immediately but inevitably, elite brands will have to demonstrate they are not "old." The good news is that this usually only requires tweaking. Here are 3 tips:
Leverage language from digital sector. Leaders entering new contexts intuitively know to pick up on the language in that niche, be it the auto industry or campaign for U.S. Senate. Study digital concepts and phrases. Artfully embed them into daily conversation.
Be now. FAST COMPANY made famous the meme "Nuke nostalgia." Except for necessary allusions to precedents and previous effective strategies, operate 100% in present. Clients know that's where opportunities for winning are.
Put youth on front lines. Name a sector where the under-40 aren't being showcased? This is what clients want to see.
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The HARTFORD BUSINESS JOURNALrecognized Kate Sirignano as one of the 40 under 40 enterprise leaders. Image Marketing Consultants provides complimentary consultations for your marketing, public relations, media buying, social media, and event planning. Please contact Sirignano directly at Kate@imagemarketingconsultants.com.
It's funny that even stodgy law has to worry about seeming old. Good advice.
Posted by: Cocoa | July 20, 2012 at 04:12 PM
We all have to be very very concerned about coming across as "old." In America, "Old" begins at 40.
Posted by: Bev S | July 20, 2012 at 04:10 PM