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Turn Client Service into a Client Experience01.01.03
By Deborah McMurray
Published in Strategies: The Journal of Legal Marketing
Services, like goods before them, have become commoditized. It’s harder and harder for clients to distinguish between the offerings of brand name law firm “A” and brand name law firm “B”. And, more and more clients are requesting alternative billing ...
What`s Next? Web Sites will Lead Brand Stewardship11.01.02
By Deborah McMurray
Published in Law Practice Management
Several authors were asked by the Editor in Chief of Law Practice Management to look into the future and predict "what`s next."
On the Edge: It`s Hip to be Square11.01.02
By Deborah McMurray
Published in Strategies: The Journal of Legal Marketing
"It`s Hip to be Square," so says Cheryl Berman, Chair and Chief Creative Officer of Leo Burnet USA. "Being ‘out of the box’ means being edgy, and edgy is out. People are more skeptical of hotshot know-it-alls. They want track records, proof of what y...
Firm Strategy Becomes Marketing/PR Mojo08.01.02
By Deborah McMurray and Nicole Quigley
Published in Strategies: The Journal of Legal Marketing
Once upon a time, there was a law firm called Snow & Snow LLP, a 250-lawyer firm in St. Louis. Its marketing program suffered from a managing partner change every two years—so the popular marketing director, fighting the inconsistencies inherent in b...
Law Firms Gain Notice by Adopting Shorter Names06.01.02
By Steven A. Meyerowitz
Published in LawMarketing Portal
According to Deborah McMurray, firms that shorten their names are following standard advertising principles established by corporate America years ago. A firm name "can have impact" and, if distinctive, can be an important client development tool.
Take a Look—Are you a Procedures or an Idea Guy?04.01.02
By Deborah McMurray
Published in Strategies: The Journal of Legal Marketing
In "My Brand is Here to Stay," Passikoff, the President of Brand Keys, notes that, in spite of Wall Street’s spasms over the last year, 11 of the top 25 brands that have the most loyal customers are Internet or telecommunications brands. This is "bas...
On the Edge: What Clothes?04.01.02
By Deborah McMurray
Published in Strategies: The Journal of Legal Marketing
Branding works. It’s proven in all industries, even in the legal industry. However, some law firms spend fortunes on "brands" (like the emperor’s clothes) that don’t really exist.
Increase Marketing Department Credibility: Focus on Marketing Metrics04.01.02
By Deborah McMurray
Published in Strategies: The Journal of Legal Marketing
It’s a perfect time to focus your firm’s strategy and its spending. Law firms from coast to coast are reacting to their clients’ business losses, stock price tailspins and employee lay-offs by engaging in one or more of the following: hiring freezes,...
Martindale-Hubbell`s Counsel to Counsel Series Comes to Philadelphia for Best Practices Discussion about Managing Corporate Crisis04.01.02
By Timothy B. Corcoran
Published in Corporate Legal Times
The extent to which a company has a crisis management plan in place before the inevitable crisis actually hits will determine how well that company responds and minimizes its risk and exposure, according to participants at a unique discussion forum t...
To Get More Clients, Law Firms Should `Press` Their Case03.15.02
By Elizabeth Lampert & Kate Casey Foley
Published in Washington Business Journal
It almost doesn`t matter whether 2002 turns out to be a boom or a bust. For law firms, competition and consolidation will mean ever-more serious marketing and business development challenges in any event.

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