What sets one law firm apart?
The answer is puzzling.
THE SITUATION
Sure, great track record. Anything else?
Brooks Pierce has established an unassailable reputation as one of the leading firms in North Carolina. But other prominent firms could also point to solid track records. How to define what sets Brooks Pierce apart?
THE CHALLENGE
Not all lawyers are cut from the same fine, worsted cloth.
We wanted to do more than merely convey the firm’s deserved prominence in the field. We wanted to make potential clients aware of an essential difference in the Brooks Pierce approach that had earned the loyalty of so many clients.
THE SOLUTION
The answer: an intriguing question.
We discovered that leadership at Brooks Pierce had consciously inculcated a culture of openness to creative approaches to solving problems. Attorneys are encouraged to go beyond conventional solutions to find new, unexpected answers to client issues. We distilled this philosophy into a concise brand statement that became the basis of a new print advertising campaign. Each ad presented the audience with an image bound to capture their attention, given the context of business publications in which the ads ran. The reader is asked to solve a puzzle. The solution is unexpected, making the puzzle and the ad perfect embodiments of what we dubbed the “creative problem solvers” position.
THE RESULTS
An idea that continues to grow (wherever it’s planted).
The clarity of the brand position—intriguingly expressed in the puzzles—made for a series of ads that stood out dramatically in the cliché-ridden context of legal advertising. The campaign was received enthusiastically by stakeholders within the firm. It has lifted the profile of Brooks Pierce, and the pride of its attorneys— the ones actually coming up with creative solutions. As new marketing opportunities arise, this memorable brand campaign has proved resilient and adaptable to channels beyond print advertising.
