Branding Archives | Page 2 of 3 | Lawyer Advertising Blog

What’s in a Name? $19 Million!

By Philip Franckel, Esq. 79Leave a CommentWhat%27s+in+a+Name%3F++%2419+Million%212010-01-05+02%3A33%3A17Philip+Franckel%2C+Esq.

New Year’s Eve was Tavern on the Green’s last night for dinner under its current ownership. Now, after a fight for ownership rights of the brand, a Manhattan federal judge will decide who gets to keep the name Tavern on the Green, valued at $19 million. That makes the brand worth 50% of annual gross receipts of $38 million. ¹ ²

While a name like Tavern on the Green has tremendous value as a brand that draws people to the restaurant, lawyers are in a different situation with two distinct differences.

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Is Your Law Firm’s Name or Brand Being Used to Commit Fraud?

By Philip Franckel, Esq. 561 Comment2009-05-30+20%3A07%3A42Philip+Franckel%2C+Esq.

Brand fraud online is increasing and law firms are not immune.

CMO COUNCIL reported that “A global audit of 306 marketers, sponsored by MarkMonitor, a leading provider of solutions for enterprise brand protection, found that trademark trespassing is moving increasingly online, and fraud is becoming more difficult to identify due to the increased sophistication of brand hijackers.”

For quite a while, e-mails have circulated which purport to come from a law firm or in some illegal way use the name of a law firm to perpetuate a fraudulent scheme. A search on Google came up with a myriad of complaints about schemes involving the name of a law firm.

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Will Your Business Be Successful?

By Philip Franckel, Esq. 374 CommentsWill+Your+Business+Be+Successful%3F2006-05-21+14%3A55%3A32Philip+Franckel%2C+Esq.

When there is little competition, business is easy and brute force advertising, using lots of money, works. But, when the going gets tough, brute force is destined for failure.

When the competition intensifies, differentiation decides success or failure. A few large companies may survive by increasing brute force, but most will fail. Companies that differentiate themselves and their service or their products will not only survive, but will succeed.

When the first IBM PC came on the market, there was little competition and IBM had the funds for brute force advertising. When the competition got tough years later, brute force advertising stopped working and instead of differentiating their product, IBM simply pulled out of the PC market.

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How Valuable Is a Brand?

By Philip Franckel, Esq. 292 CommentsHow+Valuable+Is+a+Brand%3F2005-12-16+06%3A31%3A36Philip+Franckel%2C+Esq.

Yesterday, Imus was interviewing George Carlin on MSNBC. Joking about some future catastrophe, George Carlin said he expected to wake up some morning and see it on CNN. He could’ve said that he would expect to see it on MSNBC, especially since he was appearing on MSNBC, but he said he would expect to see it on CNN because CNN is the dominant brand in his mind.

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Lawyer Advertising Isn’t Just for Lawyers Anymore – Cobranding Anyone?

By Philip Franckel, Esq. 273 Comments2005-12-04+19%3A04%3A32Philip+Franckel%2C+Esq.

The latest in lawyer advertising on TV brings together two giant companies in a joint advertising effort and they’re not even lawyers. I just saw, this Saturday morning on WNBC TV4 New York, a TV commercial co-branded for both FindLaw.com and NBC.com. FindLaw.com is owned by West Publishing Corporation which is owned by Thomson Corporation, which I believe is the largest publisher in North America. Of course, everyone knows who NBC is. The TV commercial, which is the first one of its kind that I have seen, advised that if you need a lawyer you can go to FindLaw.com which is available at NBC.com. The TV commercial displayed the graphics of both company logos with FindLaw.com above the NBC logo.

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