SEAN Brierley's comments in City Lawyer last week are fundamentally flawed. As a design agency that specialises in professional services, our input into our clients' business is increasingly valued and understood.
Slick graphics and communication are counterproductive to businesses that cannot deliver what they promise - a cursory glance at the banking sector is instructive. The word delivery is important. It touches on all areas of business and the legal profession is not exempt. Good marketing should reflect these realities, not the impression of some pony-tailed advertising creative as the piece suggests.
US legal firms have shown that marketing will become more important in sustaining competitive advantage. Pieces that paint all marketing as 'applying lipstick to a gorilla' are not exactly helpful in getting firms to come to terms with this new reality.