Clients are demanding more from their external legal advisors in terms of their ESG policies. This has had a knock-on effect for legal brands. Firms need to demonstrate that they are more capable, more responsible and most importantly more human if they are to succeed.

Someone who’s recently been on a journey of updating a legal brand that both reflects the current market and aligns with their own values, is Sophie Bowkett, Chief Marketing Officer at Bird & Bird.  

Charles Cousins is so lucky to hear Sophie’s insights off the back of their intensive rebrand to understand what it really means to build a more effective, human legal brand.

Sophie and Charles discuss:

• The concept behind Bird & Bird's recent rebrand and why becoming ‘more human’ was so important
• What prompted Sophie and the firm to look at transforming the brand
• The challenges, if any, in bringing the partnership around to the idea of reworking the brand in such a progressive way
• How you ensure the entire firm, globally, understands and is able to communicate the new brand narrative
• Parts of the process that have been particularly successful 
• Advice for legal marketing folks assessing how their own brand reflects the firm and its people