Brand Promise - it's not a bag of hair
That's my Slaw post for today. It reads as follows: Conventional wisdom is that law firm web sites should contain a list of major deals the firm has worked on. I’ve always thought that was wrong – but didn’t really understand why until this morning.
One of the examples he used was a hairdresser. The brand experience a good hairdresser provides is confidence – not a haircut. Confidence that the hairdresser uses her/his expertise to make the customer look and thus feel good. That results in loyal customers who will come back and refer others.
If it was just about experience, a hairdresser would line their walls with bags of hair they had cut.
Law firm web sites listing all the deals they have done is like displaying bags of hair.