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Reflecting innovation: Firms should show culture through brands

Alex Blyth provides insight on how law firms can use their brand identity to send strong messages about their culture

3 February 2016

For the longest time, innovation was anathema to lawyers. The law was a profession steeped in learning, heritage, and trust; innovation was something entrepreneurs and scientists did.

In the past two decades this has changed completely, and now for many law firms innovation is a defining value. 'Continuous innovation is essential, not only to our success but our survival,' says Gavin Tyler, managing partner at Cripps. 'In this fast changing legal market, if you are not moving forward at pace then you have little chance of long term success.'

He is not alone. Patrick Allen, senior partner at HJ&A, says: 'Fail to innovate and you will soon be left behind. I've been running this firm for 38 years and throughout it we have innovated ceaselessly. Much of it has been in technology. In a world where computer capacity doubles every two years it is bound to be. But...

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