In 25 years, Fishman Marketing created 5,000+ brands, ads, & logos. I’m sharing some favorites, plus the strategies & why they worked. Here's an old favorite in the area of BRAND STRATEGY / ADVERTISING:
THE PRINCIPLE: Analogize your firm to something simple and relatable. The Contrast Effect highlights the difference between the firm’s small size and powerful results. This cognitive bias emphasizes how something small can have a larger-than-expected impact, and the stark image makes it especially attention-grabbing and memorable.
THE FIRM: A small, dynamic litigation boutique
THE TAGLINE: “Small but Mighty TM”
THE POINT: Compete for business against larger litigation firms by showcasing the firm’s toughness and outstanding trial skills. Stand out among innumerable similar-looking litigation firms to enhance referrals and recruiting. We designed many other similar examples from nature that were disproportionately potent relative to their size, and used advertising, public relations, and creative direct mailers – including e.g. sending thousands of packets of ACTUAL hot peppers to referral sources nationwide.
THE TEXT: "Some of the world's most potent forces are also the most concentrated. While some say there is safety in numbers, we say a small but mighty force can move mountains. And we prove it every day, on some of the most sophisticated legal issues around. Get to know Novack and Macey and see the practice of law at its highest concentration."
THE RESULT: The firm quickly became Chicago's best-known litigation boutique. This improved lateral recruiting, and helped bring in significantly more new business, including more referrals from large law firms. (I'll post a link to the whole story in the Comments.)
Looking for more out of YOUR marketing? Contact Ross Fishman directly at +1.847.921.7677 or ross@fishmanmarketing.com. Let's Connect!
#legalmarketing #branding #lawmarketing #novackmacey Monte Mann Eric Macey
