A law firm rebranded itself as "integrated counsel" instead of a law firm to signal a broader, more collaborative role. The new name aims to shift how clients see the firm's purpose and capabilities.
So this law firm approached us and said, how do we break out of this paradigm or belief that people have lawyers are all the same? And we changed their name. No longer did we call them lawyers. We called them integrated counsel. And I suspect you've heard the term integrated counsel, and you're like, what does that mean.
Exactly?
