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…
Building signage – should we put our name on our building? I haven’t seen any statistics on this, but as a dedicated branding guy, I pay an unhealthy amount of attention to this particular issue and have analyzed this issue…
Don’t just market more. Dominate something. I’m going to disagree with the premise that marketing litigation is fundamentally different from any other type of practice (although litigators believe that they’re different). We’ve represented at least 50 litigation boutiques and practices, and…
Shell Oil. Target Stores. Apple Computers. Camel Cigarettes. These successful companies all selected their names carefully, recognizing that a great name makes their marketing easier. You can immediately envision their strong iconic logos. The simple name works in many languages. That’s good…
Let’s look at some intellectual property cases for law firm brands, names, taglines, logos, and phone numbers. Law, accounting, and professional-services firms have learned the dramatic financial benefit of standing apart from the competition in a positive way using corporate…
50 different firm print ads. A new ad every single day. 175-lawyer Roetzel & Andress needed to upgrade their marketing and business development efforts and brought me in as their part-time Chief Marketing and Business Development Officer (CMBDO) through 2021….
“Things should only move for a good reason.” I received a electronic holiday card recently, emailed from a full-service law firm. Illustrated by a generic wintery graphic, it had a simple 10-word headline: “Season’s Greetings and Best Wishes for a…
Recruiting is just Marketing with a different audience. Recruiting is the legal profession’s hottest topic today and, if you think of it, recruiting is marketing―with a different target audience. Firms can achieve far better lateral-hiring results using strategic and creative…
Tag lines are hard. Really hard. They’re a small handful of strategically selected words that encapsulate everything you stand for and want your target audience to know about you. In this 3-part post, we detail some of our favorite tag…
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