Brand

Subscribe to Brand

Last week, the LMA NJ chapter once again piggybacked on to what the NY chapter was doing, and hosted a lunch where we Skyped into a panel presentation focusing on whether law firms should help promote individual attorneys (or just focus on the firm brand as a whole). The panelists included Robert Algeri, the co-founder of Great Jakes, which is listed in his bio as "a marketing communications firm that develops next-generation websites for mid-size and large law firms." 

We also had Andrea Crews, the Director of Marketing and Business Development for Levenfeld Pearlstein, a mid-size midwestern firm, and Jasmine Trillos-Decarie, the Director of Marketing and Business Development at Foley Hoag. 

Continue Reading Should Law Firms Help Promote Individual Attorneys? An LMA Recap

After lunch, ALM’s Social Media: Risks & Rewards conference focused more on the rewards of social media.  The Brand Protection and Promotion of Social Media session featured Jennifer Arkowitz from Townsend and Townsend and Crew as the moderator, and David Morris, Senior Corporate Counsel of TripAdvisor, Alexandra Sepulveda, Trademark Counsel with General Mills, and Johanna Sistek, Trademark Counsel for Google, Inc. as speakers.  

Proactive or Reactive? 

Arkowitz’s first question was whether each of the companies were more proactive or reactive in their social media efforts.

Sepulveda (General Mills) said that for them, it’s a combination. When Facebook had a big land grab for user names, they went through their brand list and got all of those names.  She said that as trademark lawyers, they’re classic hostages, because if they know about something, they have to do something about it.  

Sistek (Google) said that they have issues raised internally from employees as well as users, so they’re able to be reactive instead of proactive. She added that all of their teams use social media in what they do.

Morris (TripAdvisor) commented that they’re both proactive and reactive. Being an online brand is core to what they do, so although they don’t have a dedicated social media team, about half the company is working on social media. They do that internally and externally. TripAdvisor uses small firms to scour the net for mentions of their company – this is at a cost, but it does help to find those mentions.Continue Reading Conference Re-cap: ALM’s Social Media; Risks and Rewards Brand Protection and Promotion and Social Media

I like to think that I have a good sense of humor and believe that there is room for friendliness in a professional relationship.  But I’ll admit to being surprised, and not in a good way, when after sending a thank you email to an events planner I’m working with, I got this response: "Always at your service, mylady[sic]."  I’ve only been conversing with this person for a couple of months, and we certainly are not at that level of friendliness (although, as a friend of mine pointed out, a comment like this really only would have been appropriate had I signed off on my email "Until the morrow, my lord."). 

But all joking aside, most of my Facebook friends agreed that this crossed the line.  It inspired Christine Pilch‘s post "Avoiding inappropriateness to safeguard your brand," where she makes this important point (see her full post for the second example): 

"Both of the above examples were likely innocent mistakes, however they illustrate how easy it is to damage your reputation by simply crossing a line. Your reputation is very closely intertwined with your brand, which is a reflection of your constituency’s perception of you. To illustrate my point, consider how BP’s reputation over the past 3-months has affected their brand.

Your brand is critical, so be careful to avoid any inappropriateness that could potentially damage it. Resist the temptation to be cute because it might not be perceived that way on the other end."

Continue Reading Uh Oh: My Email Was Misinterpreted. What Now?