McCarthy Tétrault

Building a true legal services brand

McCarthy Tétrault is the top corporate law and litigation firm in Canada. It owns the unique position of being more than a collection of independently minded lawyers and has built a truly integrated firm with a uniquely collaborative culture.

In several years of work with the firm, ranging from brand strategy formulation to deep brand alignment and implementation, I have had the privilege of helping this group of brand sceptics become ardent brand evangelists.

What has made the success of this initiative possible has been the high-involvement process behind the work. We used a national workshopping approach and extensive online engagement to keep lawyers and staff engaged and involved at every step. By the time our brand blueprint was done, we had broad-based support across the partnership.

I am now working with the firm on brand architecture and service naming and I'm helping to keep the bridge strong between brand strategy and the firm-wide strategic planning process.

As professionals, this firm understands the real meaning of brand – that it is delivered not in logos and taglines, but in relationships with clients, and each other, every hour of every day.

www.mccarthy.ca
Collaborators: Publicis, Ove Design and Lee Jacobson