Our Thinking

24 Oct 2018

By James Nurton

james nurton

CASE STUDY: Long-life thought leadership

You’ve invested in producing a great report, had some good initial reactions from clients, but are worried that it could soon be forgotten. What can you do?

Law firm Hogan Lovells unveiled the latest edition of its Brand Benchmarking survey at the INTA Annual Meeting in May this year.

This year’s survey, the fifth to be published, canvassed 200 brand owners on topics such as the expected impact of artificial intelligence, the jurisdictions where they see most opportunities and challenges, and what they are investing in trademark protection and enforcement. You can download the survey from the Hogan Lovells website here.

The survey highlighted several interesting trends that were not possible to analyse in detail in the report. Discussing it with some of the firm’s lawyers and marketing and business development team, it became clear that Lextel could go into a bit more depth by doing interviews with some of the partners who have particular expertise in the areas mentioned.

Lextel therefore interviewed three members of the firm’s trademark team about three particular topics that featured in the report. The interviews were published over several weeks on the firm’s IP blog, LimeGreen IP News:

  • TMT Trends: focus on the EU and North America – with Morton Petersenn
  • Trademark challenges and opportunities in China – with Helen Xia
  • New issues for diversified industrials – with Celine Crowson

These articles followed a series of video interviews that Lextel conducted with several of the firm’s lawyers following its Total Brand Care event in London in June. These were released during July and August and are now available to view on YouTube.

This approach shows how you can build on thought leadership initiatives by promoting the content in different ways over a period of weeks or even months.

Often we see law firms invest a great deal of money and time in producing a high-quality report or survey, launched with fanfare but then quickly forgotten, at least until the next edition is due. But with just a little extra planning and investment, firms can take steps to keep the report – and themselves – in people’s minds for a much longer period, as well as use it to demonstrate specific areas of expertise within the firm.