Today I received literally the season’s BEST law firm holiday card.
It’s a nice simple e-card that gently supports the firm’s brand.
A number of years ago we worked with the wonderful Maggie Watkins, then CMO of 200-lawyer Best Best & Krieger to develop a new brand and website. We’d joked that she was literally working at the Best firm. Twice.
In fact, in a sea of hollow marketing puffery, BB&K could literally claim to be Best, without worrying about violating the California ethics rules…
The firm had always avoided using “Best” in their marketing, feeling it could be perceived as gauche. Granted, that is always a risk, but we assured her that we could do it tactfully and appropriately.
If you have something in your firm name that’s this good, bad, or obvious, you must at least acknowledge it. Your audience must see that you see it too. You may choose not to use it, but you can’t ignore the elephant in the room. But having “Best” in your name? Twice?
It’s like my friends at Smart & Biggar! (“Because who wants Dumb & Smaller?”)
Or contrast our friends and clients at Low Ball & Lynch. (“Low Ball. High Standards.”)
The materials supported their market leadership in target industries like Water and Education, with short animations in the home page windows that supported these industries.
BBK’s 2014 holiday e-card reflects that same basic design and brand message, morphing through a series of warm holiday scenes, each supported by a “Best”-themed caption, like “Best wishes…” or “The Best traditions…” Nothing crazy, just a simple, solid execution set to music that supports their firm name and positive brand identity.