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Bland brands: What Ryanair can teach law firms about brand differentiation

Managing partners can learn much from Ryanair's CEO about developing distinctive brands for their firms, says Gavin Ingham Brooke

19 September 2013

Here's a little conundrum for you involving two givens. Fact one: the quest to be different from your competitors has always been something of a Holy Grail for your firm. Fact two: there are thousands of law firms that are busily competing against each other.

When put on the spot, very few people can name three law firms that have truly differentiated themselves. Is this an abject failure of their leaders and advisers or a reflection of a more complex underlying reality?

Differentiation seems so very difficult. In today's clamorous, crowded marketplaces, many (excellent) firms look identical. Nurturing a brand that truly stands out seems to require a rare combination of truly original vision, courage, discipline and, above all, great leadership and communication.

This is particularly tricky for long-established, complex law firms precisely because of their independent heritage, the agglomeration of owner-manager-producer roles and firms&...

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