There remains a tendency for law firms to treat ‘branding’ as a one-off initiative, which they look at, on average, every eight years. Sadly, this often results in a great deal of wasted time and money, and consequently a great deal of frustration.
Is this to suggest there is little or no value in branding? Far from it. It’s merely that the approach is flawed and leadership teams need a better understanding of how to gain maximum value and momentum.
