An interesting dissection of how to create brands that have “momentum”. Thoguh some of the analysis is geared to technology organizations, I think there is still some applicability to law firms. Take this quote, which is instructive in how to set a direction that contributes to brand momentum:
Momentum brands project a sense of manifest destiny even as the market around them changes with greater and greater frequency. This sense of confidence is built on establishing direction; that is, articulating a credible vision of the future and its inherent opportunity for all constituents in a given market space. Following our research, we defined direction as the ability of companies to anticipate and execute on the inherent market opportunities that come from the impact of technology on markets.