We represented Idaho’s largest law firm, Boise-based Hawley Troxell. They’re an impressive and creative group of lawyers, the largest firm in town, but still fast and flexible.
When you’re the biggest firm in town, use that to your advantage, it’s a powerful differentiator in a bigger-means-better culture. It’s an attribute your competitors can’t claim, and we wanted to ensure we’d locked in that position as regional firms began moving into town.
Predictably, their smaller competitors’ messaging has sought to position their firms as faster and more nimble. Obviously, if you’re not the biggest firm, an equally legitimate counter-strategy is to use their size against them, typically claiming that they’re slow and inflexible, i.e. a hard-to-turn battleship. It’s a message we were increasingly hearing our competitors were using against them.