Interesting article this week spotted on the mighty RollOnFriday. I’m not convinced that TW’s recent work to improve its brand equity was anything more than some very subtle re-engineering to help it compete more effectively. Heaven forbid that an organisation should take investment in its brand seriously in order to generate profit. Where will the madness end? Firms spending good money on their employer brands to attract talented lawyers?!
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Quite right. Should TW believe that there’s more business to be had by re-positioning themselves in a global marketplace, then this is a moral, rather than an immoral move. After all, firms have a responsibility to look after more than just the short-term interests of their partners.
As Jamie says, the curious thing here is the disbelief that marketing can improve a firm’s fortunes. Which, of course, it can – even if that sometimes seems difficult for lawyers to acknowledge.
And if a struggling firm believes that it will become more attractive to investors if it demonstrates market competence, then good for that firm, I say.