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ASIPI BogotaBranding a Law Firm.

Ross Fishmanross@fishmanmarketing.comfishmanmarketing.com/blog

© 2018 Fishman Marketing, Inc.

WATCH THIS BRANDING VIDEO:www.youtube.com/watch?v=vjH3Kh3K8vU&feature=youtu.be

DESCRIBE THIS FIRM

What do you think of this firm?

What do you think of this firm? Is this firm . . .

• Creative– Fun– Powerful– Dynamic – Smart– Nice, friendly– Leaders– ““A”” quality

• Average– Typical – Dull, boring– Conservative– Cold– Lethargic– Nothing special– B- / C+ quality

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Rate the Firm

A. 1-10 for “Quality of litigation skills”– 1 = Mediocre– 10 = High-quality skills

(You rated it a 3.5)DESCRIBE THIS FIRM

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Is this firm . . .

• Creative– Fun– Powerful– Dynamic – Smart– Nice, friendly– Leaders– ““A”” quality

• Average– Typical – Dull, boring– Conservative– Cold– Lethargic– Nothing special– B- / C+ quality

Rate the Firm

A. 1-10 for “Quality of litigation skills”– 1 = Mediocre– 10 = High-quality skills

(You rated it a 7.5)

Which looks more unique?

(It’s the same firm!)

WHY MARKET THE FIRM?

Why market “The Firm?”

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Joe Flom,Managing Partner

Skadden, Arps, Slate, Meagher & Flom

" Thomas Jefferson" Lee Iacocca " Abraham Lincoln" Atticus Finch" Col. Sanders" Ronald Reagan" Albert Einstein" Richard Branson

““Do you have a personal hero? Someone you try to emulate?””

““Richard Branson, chairman of Virgin Group. From him I learned the value

of a brand. Skadden Arps has borrowed from Branson and has 15 full-time

marketing professionals in New York keeping the Skadden name out there in

a high-quality context.”

Coming soon.

García & López: ““When Success Matters!””““We Get Results.TM””Firm News:

Our firm is big and old. We offer the technical skills of a large firm and the collegial culture of a small firm. We work as a team; we are efficient, effective, and partner with our clients.

Our firm offers experienced, capable, established, and service-oriented legal skills. We are diverse, community oriented, and green.

We represent everyone, from individuals to large companies. Our more than 53 lawyers have 67 specialties, practicing in every area from ADR to Zoning; we are the best at every single one of them.

Coming soon.

““When Success Matters!””““We Get Results.TM””Firm News:

Our firm is big and old. We offer the technical skills of a large firm and the collegial culture of a small firm. We work as a team; we are efficient, effective, and partner with our clients.

Our firm offers experienced, capable, established, and service-oriented legal skills. We are diverse, community oriented, and green.

We represent everyone, from individuals to large companies. Our more than 53 lawyers have 67 specialties, practicing in every area from ADR to Zoning; we are the best at every single one of them.

García & López:

What’s your message?

What’s your message?

YOUR WEBSITES

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WHICH DO YOU REMEMBER?WHO OFFERS MORE?

HALF SPECIALIST. HALF EXECUTIVE. ALL LAWYER.

© 2018 Fishm

an Marketing, Inc.

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What if we did this?

WEBSITES

Websites

– 1-2 years old

– 3 years old

– 4 years old

– 5+ years old

Websites have a limited life-span

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Websites

Websites

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Websites

Tell your story– What do you want them to know about you? – How are you different? How can you help them?– It is not:

< “As skilled as the big firms, in a nicer environment.” < “Smart, skilled, service oriented, we care.”< “Used to work at a big firm.”

STAND OUT. BE DIFFERENT.

More creative is cheaper.

STAND OUT. BE DIFFERENT.HOW DO CAR MAKERS DO THIS?

Automotive differentiators< Speed< Being different< Fun< History< Cute< Prestige< Elegance< Safety< Adventure< Works hard< Macho

• Tough• Lots of room• Charitable• Ego• Performance• Comfort• Luxury• Distinctive features• Great design• Green• Utility

FINDING YOUR MESSAGE. WHAT DO CLIENTS WANT?

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Finding your message

< Who is your audience?– Age, demographics, interests

< What do they need?– Challenges, fears, frustrations

< Where’s the pain?– Speed, responsiveness, service, trust, budgets, price, risk– How can you become the alternative?

< Who is your competition?– Identify / describe them. Be different.

What’s your message?

< Creating a message is hard. < What’s your strategy?< Must be appropriate

– For who you are– For who you want to become– For your target clients– Connect to history

< Effective implementation– Appropriate, interesting– Powerful, eye-catching

What do clients want?< Speed< Toughness< Understanding< Responsiveness< Communication< Timeliness< Partnering< Creativity< Expertise< Diversity< Price< Value< Prestige < Practical

< Winners< Specialized knowledge< Industry expertise< Caring< Service< Efficiency< Low price / fees< Alternative fees< Understandable bills< No surprises< Good reputation< Chemistry " What else?

• Case studies• Creative• Cutting-edge work• Efficient• Experienced• Fast moving• Friendly• Full-service• Good listeners

• High-end boutique• Inexpensive• Problem solvers• Responsive• Right size for you• Service oriented• Smart• Tough• Understand your business• Value/efficiency

©2016FishmanMarketing,Inc.

What is your message?

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Websites

Compare

WHAT CAN YOU OFFER?WHAT ARE YOU GOOD AT?

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Do you file faster? Safety, security.

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How potent is your patent? We compete with the best firms.

WHICH CATCHES YOUR ATTENTION?

Perkins Coie, LLP is pleased to announce that it successfully represented Amazon.com in a patent dispute with ebay.

Perkins Coie lawyers were able to secure the rights to their intellectual property while minimizing legal expenses.

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It’s not about you. It’s the clients you help “But in my country lawyers can’t market.”

< It’s unethical.< It’s permissible, but no good firms do it.

< Creativity varies by country.< Don’t be crazy.

– Just be better than the competition.

TASTE VARIES BY COUNTRY

Creativity, Visibility

Results

< National visibility< Increased name recognition< Changed reputation from antitrust Recognition as

leading litigation firm– Diversified / expanded practice areas– Added

< Large, complex cases < IP litigation

< Significant growth in size, revenue, profits

Brobeck

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Results

< Revenues doubled from $250 million in 1998 to $476 million in 2000

< Profit per partner increased 44% in 1999, and another 56% in 2000, to $1.2 million

< Grew from 550 to 950 lawyers in 2 years< American Lawyer survey of top 50 US tech companies

ranked Brobeck #1< Shortened name to "Brobeck"

Need a new brand or website? A marketing plan or ads? Call us!Ross Fishman, JDCEO, Fishman Marketing, Inc.Work: +1.847.432.3546Cell: +1.847.921.7677ross@fishmanmarketing.comwww.fishmanmarketing.com

Subscribe to our blog:fishmanmarketing.com/blog

Connect with us:Twitter: @rossfishmanLinkedIn.com/in/rossfishman

© 2017 Fishman Marketing, Inc.

BuyonAmazon:https://goo.gl/rxWSfH

BuyonAmazon:https://goo.gl/Vwf8Wn

"We'resmart.We'reold.Andwe'rethebestateverything."TheWorld'sFirstNo-BSGuidetoLegalMarketingandBranding

TheUltimateLawFirmAssociate'sMarketingChecklist:TheRenownedStep-By-Step,Year-By-YearProcessforLawyersWhoWanttoDevelopClients.

Ross’sLawMarketingBooks“Awell-written,

engaging,andverypracticalguide— no,makethat,bible.”

- OfCounsel“Decadesofwisdomdeliveredinafunny,insightfulway.Essentiallegalmarketingreading.”- NatSlavin,LMAPresident

Strategy/Branding AssociateTraining

Fishman Marketing, Inc. | 1356 St. Johns Ave | Highland Park, IL 60035 USA | T 847.432.3546 (847-HEADLINE) | ross@fishmanmarketing.com fishmanmarketing.com

As CEO of Fishman Marketing, Inc., Ross Fishman helps law, accounting, and other professional-services firms dominate their chosen markets and generate rev-enue. Regularly hired to rebrand prominent firms or overhaul their websites, Ross is known internationally for strategic marketing and differentiation, and the develop-ment of the profession’s most-effective marketing materi-als. Fishman Marketing has launched successful market-ing initiatives for 200 firms from Istanbul to Iceland.

Fishman Marketing branding campaigns have received countless international marketing awards, including na-tional first-place honors from the Legal Marketing As-sociation 17 consecutive years, for marketing that was both innovative as well as revenue producing. Fishman Marketing received the LMA’s grand prize, the optional Best of Show award, five of the ten times ever presented. FM programs also received one of Inc. magazine’s ten Marketing Masters awards for “brilliant and successful” marketing.

Recipient of the LMA’s first peer-selected Lifetime Achievement award (1998), Ross was also the first legal marketer inducted into the LMA’s international Hall of Fame. In 2016, Ross was selected for the prestigious Law-

dragon 100 Leading Consultants and Strategists, one of just ten international marketers “whom lawyers most val-ued for their guidance.”

A Fellow of both the College of Law Practice Manage-ment and the Litigation Counsel of America, Ross is known as an “educational and entertaining” presenter who has keynoted more than 300 retreats, training, and Ethics CLE programs on six continents — including

once presenting on three continents within 24 hours. A prolific, award-winning writer, Ross has published 250 thought-provoking articles, including five monthly col-umns, and has sat on the editorial board of five national magazines. His popular “The Ultimate Law Firm Associ-ate’s Marketing Checklist” book sold nearly 2,000 copies in the very first month in print. (Subscribe to his pithy blog at fishmanmarketing.com/blog.)

An active LMA member since 1990, Ross has been LMA’s Vice President; chair of its Ethics Task Force (2012-2015); a member of both the Strategic Planning and Best Prac-tice Task Forces; and founder, chair, and moderator of seven LMA QuickStart conferences for new marketers. He also created and hosted “Just JDs,” LMA’s first full-day national conference for lawyers. Ross has been the expert legal marketing witness in three precedent-setting branding- and social media-related lawsuits.

Ross was a commercial litigator before moving to Win-ston & Strawn to practice marketing full-time, later becoming Marketing Partner of Ungaretti & Harris. A 1986 member of the federal Trial Bar (N.D. Ill), he received a B.A. in Speech Communications, cum laude, from the University of Illinois, and his J.D. from Emory Law School.

ROSS FISHMAN, J.D.

“Ross has a stronger sense of what will create ‘buzz’ than anyone else in the market.”

Rick Klau, Google, Inc.

“Ross was going to win in so many categories that LMA created the ‘Best in Show’ so he’d win one grand prize instead of nearly all the trophies”LMA’s “In The Loop,” Fall 2009

“Of Counsel” magazine wrote: “Many people consider Ross to be the nation’s foremost expert on law firm marketing.”

Blog: RossFishman.com LinkedIn.com/in/rossfishman Google.com/profiles/rossfishman123 Twitter.com/rossfishman