Building Brands on Purpose
The most common misconception among our legal clients when we ask about “brand” is that we want to change the logo, tagline, palette, or all of the above. However, when we pose a question about brand, we aren't really asking about a firm's name, or its carefully chosen shade of “corporate blue.” We’re asking about the firm’s purpose. In the third installment of the series, Kalev Peekna writes on how important it is for relationship-based businesses to build Purpose-Driven Brands. READ MORE ON LEGAL IT INSIDER >>
A New Category – The Relationship-Based Business
As it stands today, law firm leaders, marketers and technologists use many different terms to compare their businesses to other kinds of organizations. However, none of them paint a complete picture of how they find clients, build revenue, communicate to their markets or develop information resources. In the second post of the New Business Friday series, Kalev Peekna suggests a new category; one that more accurately describes its marketing and business development strategies: The Relationship-Based Business.
READ MORE ON LEGAL IT INSIDER >>
The Death of the Sales Funnel
In the first article of the series, One North Founder and CEO John Simpson writes on the death of the sales funnel. Even in 2013, some law firms follow the traditional Sales Funnel when trying to generate new business opportunities. However, in today’s market, that system isn't necessarily the best fit for the legal profession and other relationship-based organizations. Instead, law firms need to create a holistic, long-term client experience that establishes a sense of value, trust and loyalty among clients—and encourages them to become vocal advocates for your firm. READ MORE ON LEGAL IT INSIDER >>
Check back the first Friday of every month for more on the New Business Friday series!