MacDonald, Illig, Jones & Britton, LLP: Brand Positioning and Awareness Strategy

We were first engaged by MacDonald, Illig, Jones & Britton, LLP to evaluate their strategic plan, succession plan, and provide the firm with an ongoing marketing plan that could be implemented by the firm’s attorneys and Marketing Manager. The firm was so pleased with our audit and the recommendations put forth as part of the strategic marketing plan project, that they retained us to work on the firm’s brand strategy and web design and development project.

MacDonald, Illig, Jones & Britton, LLP hired us to help investigate, articulate and promote a brand position that is meaningful to current and potential clients, partners, and employees of the firm. We performed exhaustive research on the firm and its competitors to identify a significant, relevant, distinctive, and sustainable competitive advantage to guide decision-making and actions. Cubicle Fugitive also audited competitors’ websites and consulted best practice industry research to help devise and articulate a brand positioning for the firm.

We performed exhaustive research on the firm and its competitors to identify a significant, relevant, distinctive, and sustainable competitive advantage to guide decision-making and actions. 

For over 100 years, the firm had built up an impeccable reputation and breadth of experience. Their attorneys have a depth and breadth of strength in all key areas of commercial law and are able to address any of their client’s business-legal needs. After careful analysis of the firm and its competitors, we understood that MacDonald Illig is Erie, Pennsylvania’s premier business law firm, one which works in parallel with their clients to provide the peace of mind that if a business-legal solution is available, the firm will use its unrivaled reputation, astute and decisive judgment, and bench-strength to achieve a successful outcome.

We provided the firm with a comprehensive series of recommendations for launching their new brand internally and externally; provided new headlines and advertising copy including a new tagline “the bench-strength to deliver”; all new website content including the firm’s main content, history timeline, headlines, and join us content.

The new brand strategy and messaging were met with extremely positive feedback and almost no edits – which is no small feat when considering the content needed to make it past a discerning group of attorneys. MacDonald, Illig, Jones & Britton, LLP’s new brand positioning and messaging can be found throughout the firm’s new website.