Knowledge

Strong Brand? You May Not Be as Safe as You Think

Interesting idea from Michael Oreskes, the executive editor of The International Herald Tribune who was speaking on the 2007 Columbia Alumni Association gathering in Paris: your brand is what people think of you based on what you have been in the past. It only lasts a minute. In today’s world, what matters is what you’ll be tomorrow. If you think you are safe because you have a strong brand, you may well be making a huge mistake. He was talking about the press, but I could very much see how this could also apply to law firms. 

To be honest, however, getting a strong, recognised brand is already a challenge for many law firms. Resting on their brand is a (dangerous) luxury that many firms would be delighted to have the choice to experience...

Antoine Henry de Frahan | 30 September 2007 |