Ross Fishman on Law Firm Branding:
35 Years of Marketing That Changed the Legal Industry
Insights from Of Counsel Magazine
Ross Fishman has been called the “dean of law firm branding,” and “a marketing guru,” and for good reason. Over a 35-year career, he has helped more than 200 law firms clarify their identities, differentiate in crowded markets, and accelerate growth through strategic branding and marketing.
In a recent two-part interview with Of Counsel magazine, senior editor Steve Taylor explores how Fishman—a former Chicago litigator—became one of the legal profession’s earliest and most influential marketing pioneers. Part One focuses on Fishman’s origin story, his most impactful branding campaigns, and his core philosophy of law firm branding.
Click here to read the complete article:
Of Counsel Ross Fishman Profile_Dec-2025
From Litigator to Legal Marketing Pioneer
Fishman began his career practicing business litigation but quickly realized that while he was capable, he wasn’t fulfilled. Everything changed when his firm hired a marketing consultant in the late 1980s—at a time when lawyer marketing was still taboo.
Marketing combined strategy, persuasion, psychology, and communication—the very skills Fishman enjoyed most. After reading about Winston & Strawn hiring the country’s first full-time marketing partner, Fishman made a bold move: he left practice to help build what would become the modern law firm marketing function.
Building Law Firm Marketing from Scratch
In the early days, law firm marketing barely existed. Advertising was text-only. Photography was considered unprofessional. Even color printing was controversial.
At Winston & Strawn, Fishman helped push the boundaries—elevating firm branding, public relations, and early thought leadership efforts. One principle became foundational: lawyers respond to evidence. Teach them. Show them what works. Let them reach the conclusion themselves.
That education-first approach still defines Fishman’s work today.
Branding Campaigns That Changed Firms
Fishman’s breakthrough moment came at Coffield Ungaretti & Harris, where, as the firm’s full-time marketing partner, he helped launch the legal profession’s first client-service guarantee. The result was dramatic:
50% growth in 18 months
Lawyer turnover dropped from 25% annually to… zero
- Profits soared
National recognition in dozens of legal and business publications
The lesson was clear: bold, authentic law firm branding works.
What Law Firm Branding Really Means
Fishman defines brand simply: it’s the story people tell about your firm when you’re not in the room.
Effective law firm branding aligns strategy, culture, recruiting, and client perception. It attracts the right clients and lawyers—and repels the wrong ones. When done well, branding becomes a powerful tool for growth, retention, and differentiation. 
Iconic Law Firm Branding Examples
The interview revisits several campaigns that became legal marketing case studies:
Polsinelli – “What a law firm should be”
A rebrand that helped fuel the firm’s growth from AmLaw 200 to AmLaw 100 without mergers.Drinker Biddle Health Care Group
A mission-driven brand built around improving patient outcomes, unifying a national practice.Novack and Macey – “Small but Mighty”
A legendary campaign positioning a litigation boutique as disproportionately powerful, generating national attention and referrals.
Each campaign reflects the same principle: the best law firm marketing doesn’t invent a story—it reveals a true one.
Part Two of the Of Counsel interview explores how these same principles led Fishman to become one of the legal profession’s leading educators on generative AI and the future of law. We’ll post that part soon.
Click here to read the complete article:
Of Counsel Ross Fishman Profile_Dec-2025
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Interested in booking Ross Fishman for your retreat, marketing training, or Ethics CLE program? See rossfishman.com.
Contact Ross directly at ross@fishmanmarketing.com, or 1.847.921.7677!
