25 Years of Legal Branding
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This is a story about the revolution that occurred in legal marketing in the first 25 years. It is the story of one of the leaders of that revolution—Greenfield/Belser. Few recall when legal marketing did not exist. Many might not be even aware it exists today, but law firms spend an average of roughly $12,700 per lawyer. There are 975,000 lawyers in private practice. Do the math. It tallies over $12 billion. Anyone who recalls the days when legal advertising was cluttered up with images of scales of justice and columned libraries knows how far legal advertising has come. Only a few creative firms were there at the beginning. And very few firms have stayed.
Greenfield/Belser was there at the beginning. And it is still with us at Finn Partners, turning out the freshest, wittiest, and best-positioned work around. Greenfield/Belser has worked with more law firms than any other brand design agency in the country. It has witnessed the growth of an industry. More importantly, it has shaped the industry. Greenfield/Belser’s original research moved firms toward more effective marketing and encouraged data-driven decisions. Its work has set the standard—a standard to be aspired to and by which to measure the quality of your own work.
It is fair to judge each of us against the challenges of our own times. At a time when every internal force within law firms fought against wit, creativity and differentiation in marketing, imagination and quality flourished
at Greenfield/Belser.
T. Kennedy Helm, III
Chairman
Stites & Harbison, PLLC
CONTENTS
Foreword. 3
Introduction. 4
1978–1988
Introduction. 6
McGuire, Woods & Battle. 7
Berman, Aisenberg & Platt. 7
Steptoe & Johnson. 8
Trenam, Simmons, Kemker, Scharf, Barkin, Frye & O’Neill. 8
Feldstein Grinberg Stein & McKee PC. 9
Rivkin, Radler & Kremer. 9
Holland & Hart. 10
Carlton Fields. 10
1989–1995
Introduction. 12
Howrey & Simon. 13
Brownstein Zeidman and Lore PC. 15
Law Firm Web Sites and Other New Media. 15
Akin Gump Strauss Hauer & Feld, LLP. 16
Schnader Harrison Segal & Lewis. 16
Morgan, Lewis & Bockius LLP. 17
Graham & James LLP. 17
Law Firm Marketing Guide. 18
Linowes and Blocher LLP. 19
Baker & Daniels. 20
Kenyon & Kenyon. 21
Ross & Hardies. 21
McKenna & Cuneo, LLP. 22
Covington & Burling. 23
Tydings & Rosenberg LLP. 23
Finding and Choosing Lawyers. 24
1996–2003
Introduction. 26
Stites & Harbison PLLC,27
Making Your Firm Unique, 28
Caplin & Drysdale, Chartered. 28
Law Firm Advertising Guide. 29
Patton Boggs LLP. 30
Swidler Berlin Shereff Friedman, LLP, 31
Foley & Lardner. 31
Tonkon Torp LLP. 32
Womble Carlyle Sandridge & Rice, PLLC, 33
Steptoe & Johnson LLP. 35
Morris, James, Hitchens & Williams LLP. 35
Shadur and Associates. 36
Carrington Coleman Sloman & Blumenthal, LLP, 36
Branding Your Law Firm. 37
Haynes and Boone, LLP. 38
Sonnenschein Nath & Rosenthal LLP. 39
Goulston & Storrs. 41
Baker Botts LLP. 42
Pillsbury Madison & Sutro LLP, 43
Arnold & Porter. 44
Pepper Hamilton LLP. 44
Kirkpatrick & Lockhart LLP. 45
Pillsbury Winthrop LLP. 46
Baker Donelson Bearman & Caldwell, PC. 48
Burns Doane Swecker & Mathis LLP. 49
Arent Fox Kintner Plotkin & Kahn, PLLC. 49
D’Ancona & Pflaum LLC. 50
Fish & Richardson P.C. 50
Peabody & Arnold LLP. 51
Dyer Ellis & Joseph. 52
Strasburger. 53
Gadsby Hannah LLP. 53
Orrick, Herrington & Sutcliffe LLP. 54
Epstein Becker & Green P.C. 56
Lyon & Lyon LLP. 56
Beveridge & Diamond, P.C. 57
Foley Hoag LLP. 58
Lord, Bissell & Brook LLP. 59
Wolf, Greenfield & Sacks, PC. 60
Cozen O’Connor. 61
Finding and Working with Lawyers
on the Web. 62
Bradley Arant Rose & White LLP. 63
Day, Berry & Howard LLP. 63
Buchanan Ingersoll PC. 64
Jones, Day, Reavis & Pogue. 65
Piper Rudnick LLP. 66
Posternak Blankstein & Lund LLP. 67
Weil, Gotshal & Manges LLP. 68
Preti Flaherty Beliveau Pachios & Haley LLC. 68
Helms Mulliss & Wicker. 69
Sterne Kessler Goldstein Fox. 69
Sutherland Asbill & Brennan LLP. 70
Edwards & Angell, LLP. 71
Haynsworth Baldwin Johnson & Greaves LLC. 71
Selling to the Legal Industry
Introduction. 73
Aspen Systems. 74
Fine Arts Engraving Company. 75
Arthur Andersen. 76
American Lawyer Media. 77
Altman Weil Pensa. 78
Elite Information Systems. 78
Ontrack Data. 79
Alderson Reporting. 80
Levick Strategic Communications, 80
Acknowledgments. 81
Alphabetical Index. 82