Womble Carlyle

Turning strategies into action

Early research showed that Womble Carlyle's name recognition among buyers of legal services was not much higher than any other North Carolina firm—even though many of its competitors were substantially smaller or younger firms. Womble Carlyle embarked on an aggressive marketing campaign to boost its visibility and become a southeast regional powerhouse.

Winston the bulldog (the firm was founded in Winston-Salem) was not originally central to the ad campaign or any of the branding materials. But his popularity within the firm grew until he became an icon for the firm. (Strategic note: Bulldogs are perceived to be tough, tenacious, loyal, smart and protective—all qualities one would want in a law firm.) After five years, Womble Carlyle's name recognition has grown dramatically—among clients and recruits—in cities where it focuses its advertising dollar.