Edge International

Edge International Review

What reputation really means (Hint: It’s not brand)

Law firms rise and fall on their reputation, both among clients and competitors. But what do we really mean by “reputation,” and how is it measured? Edge International’s exclusive Reputational Index points the way towards the answers, and warns that the world’s leading law firms are raising the reputational stakes for everyone.

It seems that increasingly large portions of law firm marketing resources are devoted toward branding. In fact, it often appears that the first priority for every newly appointed Chief Marketing Officer is a “rebranding” project. When pressed, the reason given invariably is that a firm’s brand reflects the way the firm is seen by the marketplace.

Ed Wesemann
Author

Ed Wesemann (1946–2016) was a principal at Edge International and considered one of the leading global experts on law firm strategy and culture. He specialized in assisting law firms with strategic issues involving market dominance, governance, mergers and acquisitions, and the activities necessary for strategy implementation. Ed was the author of several books on law firm management, including Looking Tall by Standing Next to Short People, Creating Dominance: Winning Strategies for Law Firms, and The First Great Myth of Legal Management is That It Exists.