Branding

Acritas, a leading provider of research in the UK, Europe and the US, provided an insightful glimpse last night into what’s on the mind of global elite buyers of legal services. The final study will incorporate 1,000 interviews of an impressive cast of companies. The survey participants include public and private companies in all of the major rankings and stock indices including Forbes, Fortune 1000, FT 500 US, NASDAQ 100, NYSE Composite, AMEX 100, Dow 30 and the S&P 500. The study will be a cold bucket of water for many major law firms. But bottom line it is information any savvy marketer would want to have at their fingertips. It can help you understand your competitive set and know how your firm is perceived. The amount of data that can be drilled down and analyzed is impressive.

Many of my colleagues know that I have been restoring a rustic 1814 New England inn for the last several years. It is nestled in the White Mountains of New Hampshire and my ATT fancy iPhone still doesn’t work there. Plus our dial-up connection at 1995 speeds discourages the use of the Internet. So I do something novel when there — I mostly just think. It is a skill we are all getting rusty in as we spend most of our time in perpetual motion. So recently I read with delight how many legal luminaries actually value the art of thinking. If you haven’t picked up Bright Ideas edited by Leigh Dance now is the time to do so. This collection of 26 essays from legal luminaries — in-house counsel, law firm managing partners and service providers in the legal industry — is a thought provoking book. Perhaps my favorite part is the book’s objective to advance the structure, management and transparency of corporate legal services. Learn more about the book at www.BrightIdeasGlobalLaw.com.