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January 28, 2006

Logos, Branding and What's in Your Name?

Julie McGuire and I are still waiting to hear from Bill Clinton in answer to Friday's ad to make WJC of counsel to Hull McGuire PC so he can help with both lawyering and branding--an idea which, by the way, we take seriously. Life's short, WJC's talented, branding is hard and, well, why not? In the meantime, while he's deciding what to do, we noticed an interesting post from Larry Bodine at Professional Marketing Blog called "For Law Firms, Names Are the Brand" based on an article printed in the Raleigh-based Triangle Business Journal reprinted on MSN.

Larry's post follows up quite a few good recent posts on the subject of logos by experts and authors in and out of lawyering and law firm marketing: Dave Opton of ExecuNet, Bruce Allen of Marketing Catalyst , Tom Kane, Patrick Lamb, Tom Collins, me (in the non-expert category) and Michelle Golden on branding generally. Okay, now we are getting somewhere. Shorter names are branding, according to the article Larry Bodine cites. That makes sense, and firms have been doing that. But let's get back to logos. Exactly what additional value beyond a professional firm's unadorned name--e.g., Jones Day, Freshfields, Clifford Chance, Butler Rubin, Hull McGuire--do you get in a "Coca-Cola" or "Nike"-like designed and copyright-able logo using the name? Does that help brand a firm?

Posted by JD Hull at January 28, 2006 10:34 PM


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