Review of Legal Tech Branding 2019 – 2020
More firms enter the journey– cont
Firms operating in the US market also seem reluctant to start the journey. Big firms undoubtedly have solutions and expertise (Baretz and Brunelle* reported that 35 Am Law 100 firms provide alternative legal services), but most have demonstrated little appetite to use branding and content to highlight their capabilities. A couple of new brands bucked this trend: Reinvent by Baker McKenzie and Gravity Stack from Reed Smith. Outside of law practices, the ALSP market continued its migration from ‘alternative’ to ‘business of law’. Elevate led by renaming itself a ‘law company’, while Axiom Managed Services used a new name, Factor, to reaffirm its vision to be the centre of transactional legal work.
Legal tech branding: Five good examples
Over the past 12 months or so, five firms have pushed the envelope, they include:
1 / Allen & Overy Building on its approach of using research led thought leadership to validate its expertise, the firm published its findings from 90 in-house leaders into how they are tackling change and transformation (The A&O legal innovation benchmarking report).
And then there are the Big Four.
The Big Four have the brands to die for. A recent survey¹ found that 69% of law firms saw Deloitte, PwC, KPMG and EY as major threats to their market share, while in 2019 Acritas’ Global Alternative Legal Brand Index listed the Big Four accountants in its top five places. This won’t stop. Nor, too, should law firms stop innovating and developing their brands.
2 / BCLP Cubed Created the sub-brand name of ‘Cubed’ and used the visual theme of ‘cubes’ to a help articulate its proposition of three (legal advice, volume legal deliver and legal operations support).
3 / Kennedys iQ Used a bold statement and visual approach to get cut through (‘Kennedys, without lawyers’).
4 / Linklaters Developed a trainee-led podcast series Linkubator, a novel approach to delivering legal tech content.
5 / Shoosmiths Created ‘The New How’ (#NewHow) to package its range of products, solutions and content. Refreshingly different.
* Baretz & Brunelle ‘Home Court Advantage’ - The Am Law 100’s Move into Alternative Legal Services (October 2020). www. baretzbrunelle.com ¹ Elephants in the Room: The Big Four’s Expansion in the Legal Services Market (ALM Intelligence, 2017)
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