You have to feel a little sorry for Lewis Silkin. It has refreshed in visual identity and launched a new website, which by all accounts is rather good.
So why has The Times Law in its The Brief newsletter taken a dig?
The Brief says:
We have always been a firm which prides itself on doing things differently and being ahead of the curve,” says Jeffery, clutching his copy of the Ladybird Book of Marketing Jargon.
Ouch.
But it raises an interesting issue.
The legal professional, and many of its commentators, continue to struggle with the concept of marketing and business development in professional services firms. We are at best misunderstood and, at worse, an amusing irrelevance.
This is despite raising the professionalism of the professions and increasing revenues for our firms.
Marketing and BD teams really must spend more time demonstrating the value they bring - marketing the marketing department.
“Rebranding” was not a word in the profession’s lexicon. On the contrary, the unfaltering stability of the firm’s name and solid appearance was a marketing point in itself. Those days are gone. And to prove the point, the other day Lewis Silkin, a City of London law firm, distributed a gushing statement of more than 500 words announcing that it had a “revamped brand” and had launched an “enhanced website”.
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