In a legal market increasingly influenced by megafirms, many law firms are suffering an identity crisis when it comes to branding, whether they decide to merge or not. They're bringing in marketers to find themes that differentiate them from others -- a change from the times when firms wanted to be all-inclusive. "Law firms need to retrain the way they think of themselves," says Alec Wightman, executive partner at Baker Hostetler, whose firm just unveiled a new tag line and tomato-red logo.
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