Writing about branding is akin to wrestling with an oiled octopus (yes, an oiled octopus), dancing with a jellied jackal or sailboarding with a slippery salamander. Sometimes, it is like doing all of those things with a squirrel on your head.
But however complicated, the invasion of new entrants into the legal profession (this week Direct Line Insurance Group and Eddie Stobart) has made the subject all the more important. So in this week’s feature, The Age of Marketing, we asked general counsel what they consider about a brand when picking external lawyers?
Wrestling with that proverbial octopus, there is no wrong or right answer. But GCs told us that industry reputation – in other words what your peers think of you – was a key influence on decision-making. In-house lawyers working for public companies go with “well-known” firms such as the magic circle, while others opted for smaller or specialist firms based on personal relationships or sector.
“[General counsel] will need to defend their choice to others in their business and may be aware that those in their sector know of their decision,” says the chairman of advertising agency Bartle Bogle Hegarty, Jim Carroll. “A buyer is buying into a set of associations and values.”
If you want to spread the word on what branding means for you, save those poor law firms from sailboarding with proverbial salamanders and pipe up in our readers’ comments box.
Also on The Lawyer:
- The former general counsel and deputy general counsel of Yahoo! have joined online real estate website Auction.com alongside Yahoo!’s former Asia Pacific legal head Eugene Lao
- From a blank screen to being in hundreds of thousands of homes in a year, YouView is a catch-up TV phenomenon, as proud legal boss Toni Vitale is keen to emphasise
- The role of in-house lawyers is expanding beyond its traditional focus on legal work to include an increased focus on business issues, new research has revealed