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A change of client and climate

Marco D'Angelo asks how a firm can retain existing clients when it moves into a new peer group

8 October 2015

As the global village shrinks, more law firms' business crosses geographical boundaries, meaning firms from small to large, and everything in between, are increasingly competing for international work. Whereas this was once the preserve of only the most glamorous of firms, today it's the new normal. But have firm brand identities kept up with this market shift? Has the way that firms communicate with their audiences kept pace?

The point is that when a firm addresses a new market - whether a new geography or a new industry sector - it's not just a change of client and referrer audiences that drives the need to communicate a different legal and commercial skillset, but also the changed competitor landscape.

Firms may be compared to new rivals that are different indeed from competitors of old, in terms of both capability and culture. A good deal of thought needs to
be given as to how to best position the firm at an advantage in the con...

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