Branding

He quickly dispenses with "big, new ideas" and the voguish abstract conceptualisation that apparently establishes a law firm's brand via bold and essentially incoherent association with nature or art. He then discusses two costly and ironic marketing mistakes he has observed:

• Selecting a font which is so non-standard that outsiders (clients, vendors, etc.) cannot view it on their computers.
  
• Implementing a brilliant new recruiting campaign which attracts mainly the sort of attorney the firm does not want.