Episode 27 - Valerie Brennan of Munger, Tolles & Olson on building a law firm brand effectively

Despite being a firm's most valuable asset, best practice around building a legal brand is very much lacking. In this episode of the CMO Series, Alistair Bone is lucky to be joined by a legal marketer setting the best practises around law firm identities and brands. 

Valerie Brennan, Chief Marketing Officer at Munger, Tolles & Olson LLP, has been on the journey of defining the firm's brand multiple times and brings us her expertise on how to build a brand that effectively reflects and influences the clients, capabilities and goals of the firm.

On the podcast, Valerie shares:

• Why brand is central to marketing in all industries and the defining factors which are unique to legal marketing, plus her own experience with law firm brands 
• What makes an effective legal brand and how firms can begin to identify what their brand should be
• What the key influences are that firms should take into consideration when planning for their brand
• The outputs firms should expect from undertaking a branding exercise 
• The first steps in rolling a brand project out to the wider firm
• How marketing teams can achieve buy-in and the consensus needed to start, and then implement the brand changes
• Best practice tools to support any firm’s branding project
• The biggest challenges and stumbling blocks in any branding exercise 
• Advice for marketers considering this kind of project