A law firm rebranded its lawyers as "integrated counsel" to stand out from competitors. The new name signals a different approach to legal work, though what exactly sets them apart remains unclear.
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?
