Opening Statements

Mightier Than The Sword?

It’s been 30 years since the U.S. Supreme Court gave its stamp of approval to lawyer advertising in Bates v. State Bar of Arizona, 433 U.S. 350, and since that time, attorneys and law firms seem to have fully embraced the idea. From blogs to Web sites to television commercials, there’s barely a medium left that some lawyer has not yet tried to use to market his or her services.

Our current favorite is Goldberg & Simpson’s running-lawyer floaty pen. What’s the story behind the writing instrument that the Louisville, Ky., firm’s lawyers are using—and liberally handing out?

“Basically, we were try­ing to create an inexpensive, fun giveaway that would reinforce the firm’s brand as ‘the law firm that really moves,’ says Highland Park, Ill., law firm marketer Ross Fishman, the brain behind the ballpoint. “We’re trying to show that firm is a creative, innovative firm—and also that they have a friendly culture that doesn’t take itself too seriously.” Write on!

One To Watch

Alternative Rx

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