Industry:    Professional Services – Legal

Description:  

A growing, progressive business law firm serving the Mid-Atlantic States of WV, PA, VA, NC

Challenge:  

Spilman wanted to opportunistically adjust their already strong brand to position itself as the most intelligent choice for large companies seeking both excellence and value in a new era of economic accountability. 

Solution:  

Spilman partnered with Mythology to take a data-driven approach to validate which brand position, tagline and overall messaging to launch to achieve their growth goals. An in-depth online executive panel survey uncovered the answer.

Results: 

With clear feedback from the target market of senior business decision-makers responsible for procuring business legal services, Spilman found that rather than completely moving   away from their previous tagline (A to B.  Get There.), the most powerful message was “Excellence. Value. Get There.” The new campaign has been launched with the confidence that the tagline + four key pillars will generate the desired results.