The Way Forward — Brinks Gilson & LioneBy Burkey Belser
January 8, 2016
Brinks Gilson & Lione is one of the few major standalone intellectual property firms in the country. Many IP firms have been assimilated into larger full-service firms, perhaps because they could not find their own way forward. But we learned this firm had a distinct culture and style that stands apart from others.
During the brand discovery phase (which we call Market Compass), we found Brinks Gilson & Lione lawyers used the same language—they were always looking around the corner for “the way forward;” in other words, if the product launch was stymied because of similarity, how could they find “difference”? If the only avenue to growth was licensing or international distribution in challenging jurisdictions, how could they grease the skids? If the obstacle was a straight-up legal barrier, then how could they go toe-to-toe with the competitor and win? Dip and feint or stride ahead, the M.O. of the firm’s lawyers is find “the way forward.” The new website and revised logo reflect that gestalt.
By the way, no matter what the popular opinion about print materials (what we call “foundational content”), you can’t escape the need for some sort of service descriptions. Clients demand something concrete to pass up the line to management and it seems professionals need them to feel equipped to sell. In either case, make them good, brief, readable, compelling, scannable, powerful. Smart firms ask us to develop systems they can use to develop additional descriptions themselves. Teach a man to fish…you get the picture.
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