Some, such as Scott Galloway, contend search engines and Alexa are killing branding. Galloway argues that in his seminal book "The Four."
However, in legal services, an old-line branch of professional services, it may be branding which is the disruptor.
Accounting firm PwC now provides legal services in the U.S. as well as globally. Law.com reports that, according to Acritas, PwC is now the number-one brand in providing alternate legal services. Unlike much of large law firms in the U.S., PwC has been innovative in how it delivers and prices legal services.
Brands get their power through establishing a place in the minds of human beings. The results range from actual purchases to heeding the brand messages such as to restrict children's online time.
The edge PwC has in gaining market share is that it can cross sell to its accounting clients. It already knows their business and it might have built trust.
BigLaw should be very alert to this threat.
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