Greenfield Belser 2017 Annual Review

Greenfield Belser has been a Finn Partners company for almost two years. This year we are adopting the new Finn brand style we created for the firm that is on the second spread of our book. That’s exciting for all of us here at Finn, but that’s hardly all that has been going on this past year. Really, it is impossible to say we love the work we did for one client more than another, but our goal is always to show you a balanced portfolio—across sectors with firms of varying sizes located all around the country. Read more here.

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Brand Thinking
Bleeding edge thinking on branding and marketing


Small Wonders: Five Transformed “Smaller” Firm Brands

By Joe Walsh & Erika Ritzer
March 30, 2018
Small Wonders: Five Transformed “Smaller” Firm Brands

Firms of a certain size often envy the reputations of larger, “better known” competitors. There’s also a certain amount of professional jealousy about larger firm marketing budgets and staff. 

Some admire this problem—others, like the five firms below, have turned the problem into an opportunity and transformed the old into new and more valuable.

For inspiration, here is a lightning-quick situation overview of five firms, each with larger competitors, who have made big improvements to their brands. Note: one may not seem small, but it is all relative.

Each is paired with the before and after positioning, look, feel and voice of the brand.  We’ve used websites to demonstrate the broader transformation work of each firm because websites are the new front door to all businesses. All worked within budget constraints and on expedited timelines that might make their larger rivals green with envy.

Burns & Levinson, 135 Lawyers, Four Offices

Larger Competitors: Choate, Goodwin Procter, Ropes & Gray, many others

Positioning Strategy: We have amazing clients too, and how we deliver often amazes.

ORBA, 65 CPAs and Advisors, One Office

Larger Competitors: RSM, Plante Moran, BDO, Grant Thornton, many others

Positioning Strategy: Integrated accounting, tax and consulting for future-focused, full circle support.

Masuda Funai, 39 Lawyers, Three Offices

Larger Competitors: International and domestic law firms helping Japanese companies do business in the U.S.

Positioning Strategy: We know business in the U.S. and help clients enter, operate and expand here.

The Claro Group, 200+ Financial and Economic Consultants, Eight Offices

Larger Competitors: Big Four, Navigant, FTI, Grant Thornton, Huron, many others

Positioning Strategy: Bringing business clarity to complexity when the stakes are highest.

Kilpatrick Townsend, 600+ Lawyers, Multiple Offices

Larger Competitors: 3/4 of the AM Law 100 and other larger firms headquartered abroad

Positioning Strategy: Counsel to innovative companies and brands.