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Advertising pioneer David Ogilvy:

“There isn’t any significant difference between the various brands of whiskey, or cigarettes, or beer.

They are all about the same.

And so are the cake mixes and the detergents, and the margarines…

The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”


Clients typically perceive law firms similarly… “They’re all about the same.” In industry after industry, the powerful brands dominate their markets.  It’s no different in Law.

It’s the brand.  Studies show that the strongest brands in every industry lead the pack. Is Marlboro the world’s best-selling cigarette brand because they actually taste better than their competitors?  Would you pay extra for a soap, beer, or accounting firm you’ve never heard of?

In the legal industry, the best-branded law firms can charge higher rates and generate greater profits. Building a strong and clearly differentiated brand is a good investment in a firm’s future.


Looking to build a “sharply defined personality” for your firm?

Start by reading the definitive book on the subject, “We’re Smart. We’re Old. And We’re the Best at Everything. The World’s First No-BS Guide to Legal Marketing and Branding” available at Amazon here. 

Or contact Ross directly at +1.847.921.7677 or