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Northeast: Next Big Thing- Rebranding a Firm to Drive Growth

Date: January 13, 2022
Time: 11am CT

BoK Domain: Marketing Management and Leadership
BoK Competency: Change Management 

A strong brand can provide an integrated culture across practices, geographies and even legacy firms. But building a successful and lasting brand takes considerable time and resources. Asking lawyers to change their mindset and talk about ideas they don’t understand can make for uncomfortable situations. The payoff, however, is a shared identity and platform that can fuel growth. In this session, Lisa Simon will share the basics of building a strong brand and changing the way a law firm can identify with that brand. If done effectively, a strong brand can help a firm further develop its go-to-market strategy and bring cultures together.

Change management is a critical element of all of our roles no matter what chair we sit in. The Prosci ADKAR Model is an internationally recognized approach to breaking down a given process, recognizing the need for guiding people’s energy for good, and then helping ensure the effort becomes part of the culture of the firm. We’re excited to roll out this dynamic series that showcase specific case studies from luminaries in the industry and how the ADKAR model was applied.

Learning Objectives:

  1. Discuss the Change Management ADKAR Model® (developed by: Prosci)
  2. Understand the basics of building a brand within your firm
  3. Identify new ways to communicate with stakeholders, lawyers, etc. to demonstrate the value of this work


Lisa Simon

Lisa Simon
Chief Marketing and Business Development Officer
Lewis Roca Rothgerber Christie LLP

Lisa Simon is Chief Marketing and Business Development Officer at Lewis Roca where she is responsible for building the Lewis Roca brand to create strong market relevance and awareness and drive revenue. With a passion for developing high performing talent, Lisa oversees a sophisticated team responsible for business development, market research, public relations, communications, digital marketing, and events. Working with the firm’s Client Service Partner, Lisa has led the development and implementation of Experience Amplified, the firm’s client service and feedback program, now in its third year.

Lisa is a frequent speaker on client experience, brand development, and other client relations and growth strategies. She is a former president of the Legal Marketing Association and was inducted in the LMA Hall of Fame in 2017.

ON24 details provided upon registration.

LMA Member: Complimentary
Non-Member: $150 Next Big Thing Pass

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