Date: April 12, 2013 Topic: The Shrinking ... - Georgetown Law

need of an overhaul. These “new kids on the block” know how to leverage the power of
digital media and, in contrast to their more traditional competitors, they’re not afraid to
inject a little humor along the way too.
7. The Importance of Brand
These messages are no coincidence, of course, but instead are part of Riverview’s
carefully constructed approach to brand management. For a variety of reasons, the legal
industry has by and large grown up without strong brands, especially in the small and
mid-cap markets which represent the largest volume of business clients. Hence, there are
significant opportunities for those early movers able to step into this void with a
recognizable brand that gains traction across this sizeable market segment.
Riverview’s research into the way large traditional firms are using social media
makes for an excellent illustration of just how difficult it is proving for many of them to
navigate the brave new world of digital brand management. A number of AmLaw 200
firms who spend a fortune trying to maintain their brand in more traditional contexts,
appear to lack any sense of purpose or even control over the use of their brand online. It
found numerous examples of multiple corporate profiles on the same platform, apparently
owned by different representatives of the firm who clearly aren’t communicating with
each other, and presenting varying levels of quality or in some cases merely an empty
branded shell with no content whatsoever.
Riverview is comfortable in this space, though, and works hard to ensure that it
presents a consistent and powerful brand, both to existing and prospective clients.
Visitors to Twitter, YouTube, Facebook, LinkedIn or Google+ (all of which Riverview is
active on) will find the same brand values and key messages designed to leave the
audience in no doubt about what it stands for. Riverview’s interactive style means it often
gets into public exchanges online in which those who have encountered the firm will give
tangible examples of these values in practice – an independent validation that they are
who they say they are.
This authenticity is an important value to Riverview and other new entrants who
are seeking to bring about a cultural shift in an industry which ironically has not typically
been associated with living out its values (many lawyers would seek to disagree, of
course, but independent surveys showing the perceived lack of trust in the profession
suggest otherwise). Present-day business consumers of legal services are often cynical
buyers, used to being bombarded with positive spin from all directions and quick to spot
inauthenticity when they are unfortunate enough to encounter it. Mitch Kowalski
captured the essence of this achievement when he recounted on his blog the experience of
visiting Riverview’s UK service delivery center: “The highlight of my trip was visiting
Riverview’s operations in The Wirral – it was if I had walked into the offices of my
fictionalized law firm, BFC – minus the rooftop deck. I was astounded by the fact that
from the top down, a customer-centered culture permeated the team. It was palpable,
refreshing and genuine – something I’ve not seen before in any law firm.” 108
8. “The Long Tail” of Riverview Law
108 http://kowalski.ca/kowalski_blog/maple-leaf-reflections
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