Two incontrovertible facts argue for the importance of differentiating your law firm from others in the same substantive or geographic space: the legal landscape is dense with competitors, and clients on both the legal and business sides of major corporations often complain that law firms appear inescapably fungible to them.

As firms plan strategically, it is critical that they identify and articulate ways in which they provide different and greater value to clients than do their competitors.  The process of defining those distinguishing characteristics and then translating them into marketing messages and tactics that resonate with their intended audiences is enhanced when it is facilitated by experienced professional services marketers.   Conversant with the needs and preferences of corporate clients, Zeughauser Group partners have designed successful positioning campaigns for numerous law and other professional services firms.

Zeughauser Group partners have distinguished and award-winning track records in helping firms find unique ways to position themselves.  As consultants and as in-house marketers, we have orchestrated integrated marketing programs tailored to and based on client-specific positioning research.  For some firms, those positioning efforts focus on the development of differentiating messages for the purposes of strategic business pitches and proposal development; for others, that analysis leads to the execution of distinctive collateral, electronic marketing media, advertising campaigns, or brochures and other identity materials.  In all cases, effective positioning is both a key external communication tool and a means of encouraging organizational pride and widespread lawyer and staff participation in the marketing life of the firm.