What does the journey look like?
Back in June 2019, we published ‘How law firms brand innovation and lawtech’, which reviewed websites, press releases and related articles to see how Top 30 UK law firms ( from The Lawyers UK 200, 2018) are branding their tech and innovation. We found a mixed picture. Most of the biggest firms were branding their tech stacks, innovation and resourcing solutions in a variety of ways, many combining masterbrands and content. Yet more than half of firms in the Top 30 weren’t, including heavyweights such as DLA Piper and Hogan Lovells.
Approaching the end of 2020, we decided to take another look to see where firms are on the branding journey. This time, we expanded our review to look at different parts of the tech ecosystem (including mid-sized firms, large US firms, ALSPs and the Big Four) and gain context. Our review covers what is broadly defined as ‘new law’ (New Law), a term increasingly used to describe any non-traditional method of delivering legal services and covering areas including technology, alternative resourcing, managed services, innovation, advisory services and alternative fee arrangements. In this review, we identified a number of challenges for firms navigating the branding journey. During the past 18 months, in our quarterly newsletter BrandTech, we addressed several of these challenges (these articles are included here). One topic is that of internal communications. The internal sell is arguably the most important part of any branding adventure but, by nature, is not necessarily easy to evaluate by looking at websites and searching the internet. All firms face the challenge of winning internal hearts and minds and creating a culture conducive for tech development and innovation. A snapshot of how Linklaters approaches this subject is the focus of our article on pages 20 - 21. In compiling this review, our aim is to give a glimpse into how different firms approach branding tech, and share our own insights. This has enabled us to draw-out five ideas for helping firms on the journey (page 15). Whether you are already on the journey, keen to move quicker, or in a different direction or still at planning stage, we hope this will prove a useful reference point in helping you move forward.
For further information, please contact: Grahame Jones grahame@soukiasjones.co.uk 07961 357 358 www.soukiasjones.co.uk
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