by John Hellerman | Jun 10, 2014 | Branding, Business Development, Content Marketing, John Hellerman, Law
Levi Strauss has a great slogan: quality never goes out of style. It’s a fitting tagline for a brand that has been doing much the same thing since 1853, yet feels as relevant as ever today. It’s a reminder of the permanence of excellence, and the futility of chasing...
by John Hellerman | May 27, 2014 | Branding, Business Development, Content Marketing, John Hellerman
I’ve had a few recent encounters with customer service agents that make me suspicious that customer service could, in some cases, be dead. I’ve loudly bemoaned this fact to my family and close friends, but the fact is, it feels like no one particularly cares. And...
by John Hellerman | May 16, 2014 | Branding, Business Development, Case Study, Content Marketing, John Hellerman, Law
Situation/Objective: In mid-2000, Steve Boehm and Cynthia Krus, partners at the law firm of Sutherland Asbill & Brennan LLP, approached the firm’s marketing department with a request: “Make Sutherland the premier provider of legal counsel to Business Development...
by John Hellerman | May 13, 2014 | Branding, Business Development, Content Marketing, John Hellerman
Did the headline of this post intrigue you? According to research about what type of headlines get the most clicks and shares, it should have. That research is compiled in a PR Daily article of interest to any firm that produces client alerts, newsletters, blog posts,...
by John Hellerman | Jan 16, 2014 | Amanda Ferrari, Branding, Content Marketing, John Hellerman, Marin Seifert
Mark Herrmann, a columnist on in-house issues at Above the Law, had a nice post this week. In it, he promised to deliver “the key to good writing.” That’s a pretty big promise, but I think Herrmann is onto something here. The key to good writing, he said, is this:...
by John Hellerman | Jan 15, 2014 | Branding, Business Development, Case Study, Content Marketing, John Hellerman, Law
Situation/Objective: In the summer of 2011, HC was charged with highlighting a new IP boutique’s role in the record-breaking auction of 6,000 patent assets owned by Nortel Networks—the largest patent auction in history. Because the auction was happening within the...