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This article is a comprehensive case study on the rebrand of a small New Zealand law firm proving that smaller can be braver. It explains how one small law firm has managed to break away from the traditional legal connotations of conservatism and traditionalism into a refreshing and distinctive brand that staff are proud of and Clients admire. The author outlines each stage (process, vision, branding research, conclusions and implications) and identifies why they were successful. What is distinctive about this rebrand is the substance behind it: lawyers are enthusiastic about their brand, understand the importance of being a unique and differentiated and ensure their culture constantly reinforces their brand positioning. The article is a great case study of how law firms may present themselves in the future as Clients become more brand-savvy and sophisticated. It might also expose how many others will fail through me-tooism. Click here for the full article in pdf form. (177KB)
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Contributor: Jack Yan
Jack Yan founded Jack Yan & Associates in 1987. He is an authority in branding, identity, typography and cross-media branding, speaking and writing worldwide on these topics. His interests include Confucianism, automotive design and experiencing international cultures.
Email:
jack.yan@jyanet.com
Website: www.jyanet.com
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