Diane GardnerFounder, Adept Business Solutions · Profit First Professional

Change the Name, Change the Perspective

11 Nov 2021 · 0 min

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A law firm rebranded its professionals as "Integrated Counsel" instead of "lawyers" to signal a broader, more collaborative role and stand out in a crowded market. The name change was a deliberate move to break the perception that all lawyers are interchangeable.

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