I collect hundreds of business cards every year. Under non-Covid conditions, I typically speak at dozens of conferences each year, attend a dozen more, and interview hundreds of lawyers in branding and website projects. So I have the occasion to…
Six-Word Stories (NPR) Awhile ago, I heard a fascinating NPR piece discussing “Not Quite What I Was Planning,” a book that compiled six-word stories. It’s amazing how much depth and detail you can convey in just those few words. “For…
Rebranding an insurance law firm. Galloway, Johnson, Tompkins, Burr & Smith is a 110-lawyer, 11-office New Orleans-based insurance-litigation firm. They’re one of the Gulf Coast’s leading insurance firms ― tough, skilled, service-oriented lawyers with great trial skills. They also handle…
There are few products more boring than shampoo. It’s soap. For your hair. Yet there have been some notable efforts over the years to differentiate it, or make shampoo seem more interesting or useful. Clairol Herbal Essences took this to a…
Very hard, actually. If you want it done right. We haven’t heard it phrased exactly like that, but that’s the implication: “We designed our last logo all by ourselves in Word, and it looks just fine. Why should we pay…
When launching a new marketing campaign, it’s time for a party! Law firms aren’t especially fun environments, so we shouldn’t waste the opportunity to celebrate good news, like the launch of a new brand identity, ad campaign, or website. You…
It’s time to move on. To look forward. Many firms need to stop looking backwards at their Proud Traditions or long-dead founders’ historic accomplishments. No client has ever said, “Oh, if I could only find a firm that’s been in…
Giving is nice. Being seen giving is better. A true story. I published this true story in “The Reader” back in 1994. It shows how guilt, ego, publicity, and/or potential embarrassment can significantly increase charitable contributions. Here’s the…
Something for marketers and designers to remember: “You’re not an artist. You solve problems.” At Fishman Marketing, we design lots of marketing campaigns and websites. These days, most of the work, even the branding work, starts off as a website…
Diversity is an important issue for law firms. It’s a white-hot phrase that must be treated carefully, respectfully, and authentically. Websites that casually buy $20 stock photos after searching “diverse conference room” to check the “Diversity” box run the risk…
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