Welcome to the first episode of the Special Edition: Law Firms podcast, where we speak with CMOs and senior marketers at leading law firms about how brand actually drives growth in legal services. Law firm marketers speak about differentiation, but most still communicate trust, expertise and experience in near identical ways.
The underlying buying behaviour has not dramatically changed. Legal services remain a repertoire market – clients default to firms they already know, then ask for recommendations. That reality makes memory, awareness and perception commercially decisive. Yet many firms still behave as if reputation alone will do the work.
In this conversation, Benedict speaks with Lee Grunnell, CMO at Womble Bond Dickinson, about what actually moves the dial. Drawing on brand tracking data and two decades inside professional services, Lee explains why homogeneity persists, why culture is both the truth and the trap, and why research – not internal consensus – is the only credible route to a defensible position.
They also explore why law may have more permission to be bold than it assumes, and how firms such as Hill Dickinson and Mishcon de Reya are resetting expectations for the category.
This is a conversation about brand as commercial infrastructure in a high trust, low frequency market where standing still is not neutral.
B2B Marketing: The Provocative Truth is a podcast by alan. agency. MD Benedict Buckland speaks to CMOs and marketing leaders to uncover the most uncomfortable truths in the world of B2B.
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