ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

See More

Brand Thinking
Bleeding edge thinking on branding and marketing


Four Reasons Why Legal Marketing Has No Future: Part I

By Burkey Belser
November 28, 2011
Four Reasons Why Legal Marketing Has No Future: Part I

Reason #1 The Rhetoric of Disrespect

The vestigial arrogance of the legal profession remains embedded in the very language that is used in offices every day. “He’s a lawyer; she’s a non-lawyer.” No other business in the world I’m aware of treats its colleagues rhetorically in such a dismissive way. Language is important. It reflects our beliefs. Essentially, this form of locution says, “I, lawyer, exist. You, non-lawyer, do not.” As long as lawyers fail to acknowledge and respect other professional disciplines, marketing will be a sidebar to the success of a firm.

It’s true, in some firms, this language has become muted. And perhaps respect has grown for the marketing professional as well as the accounting and operations professionals. But wherever I see marketers in law firms struggle - and I see this a lot! - the reason is because they do not get respect. Yes, they must learn to command respect but it is unfair to imagine this can be achieved in a culture where the marketing discipline is only grudgingly tolerated and the professional must begin their climb to respect starting in a hole.

This is an excerpt from "The Future of Law Firm Marketing" as published in InsideLegal Thought Leaders Digest - COLPM Issue.