GCs Say Strong Brand Key To Landing New Clients

Law360, New York (April 22, 2013, 7:18 PM EDT) -- Law firms looking to bag big clients are facing stiff competition in a marketplace still struggling to emerge from the financial crisis, but firms that can build a recognizable brand around delivering value and innovation have a leg up in being hired — and rehired — by top companies, a new report suggests.

In deciding who to hire, companies are willing to pay premium rates to firms whose reputation promises higher return on investment, commitment to clients’ business needs and creative approaches to problems, according to...
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