Navigating the Spotlight: The Crucial Role of Brand Management in BigLaw

November 13, 2023

Like any complex organization, BigLaw firms face the challenge of protecting their reputations in a dynamic, digital world. But as Infinite Global President Zach Olsen commented to Law360, law firms are not always at ease under intense public scrutiny: “Law firms are not necessarily good at being in the spotlight, to be honest… It can be a very uncomfortable situation because lawyers, in particular, are used to being in control.”

When crises emerge, law firms need to have a system to ensure they can react quickly. Finding consensus on the right course of action can be difficult in flat organizations like law firms.  “Each lawyer is a revenue center,” Olsen said. “Each one is their own mini business. You have to bring the partnership along with you.”

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