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Fillmore Riley: Brand Positioning and Strategy


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Fillmore Riley sought to differentiate itself in the legal industry and develop a strong brand strategy to guide their decision-making and actions. The firm engaged Cubicle Fugitive to conduct thorough research, identify their unique competitive advantage, and articulate their brand position and client value proposition. Fillmore Riley also requested a gap analysis to understand their current state and define their desired future brand position.

Cubicle Fugitive employed a thorough research approach to uncover Fillmore Riley's unique qualities and competitive advantages. The process included a detailed examination of Fillmore Riley's external marketing, advertising, and business collateral from 2010 onwards to understand their previous brand strategies and identify areas for improvement. We also reviewed external communications, including press clippings, award submissions, and corporate videos, to gain a holistic understanding of Fillmore Riley's external image and reputation, as well as performed interviews with key stakeholders within the firm, and a representative sample of clients and referrals, to gather valuable insights into their perceptions, experiences, and expectations. From there, we comprehensively analyzed competitors within the legal industry to identify gaps and opportunities for Fillmore Riley's brand positioning.

Through the research and analysis conducted by Cubicle Fugitive, Fillmore Riley clearly understood its unique competitive advantage. We articulated Fillmore Riley's brand position and client value proposition, defining what sets them apart in the market.

Fillmore Riley is a well-established law firm known for its exceptional reputation and expert legal guidance. The firm takes pride in its home-grown approach to hiring and mentorship, instilling high standards from the early stages of a legal career. Lawyers at Fillmore Riley have the opportunity to work on complex and sophisticated legal matters, gaining practical experience and exposure to influential business leaders and clients.

Through the research and analysis conducted by Cubicle Fugitive, Fillmore Riley clearly understood its unique competitive advantage.

Their people are known for combining their deep legal knowledge with a strategic mindset to provide sound and practical solutions for their clients, who rely on the firm's clarity, perspective, and concise advice to make strategic decisions. Clients appreciate the firm's ability to treat each issue as unique and tailor solutions based on a deep understanding of the client's personal and professional individuality. Fillmore Riley lawyers act as counsellors and business advisors, striving to be clients' first point of contact and assembling the right team with the necessary expertise for every mandate. The firm's highly energized professionals are committed to helping clients overcome challenges and ensuring their best interests are always considered while supporting their employees' and professionals' personal and career goals. The firm's impeccable reputation attracts lawyers who are confident, pragmatic, and driven to succeed. Fillmore Riley offers a clear path to success, investing in their lawyers' growth and providing resources, mentorship, and freedom to carve out their niche within the firm.

Cubicle Fugitive provided Fillmore Riley with a comprehensive set of recommendations that empowered Fillmore Riley to make informed decisions and act aligned with its brand strategy, ultimately strengthening its market presence and positioning within the legal industry. We also provided the firm with all new brand messaging that was carried out across the firm's new website, marketing collateral, and advertising.

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