Passle CMO Series Podcast

Episode 99 - Behind the scenes of a legal rebrand with Erica Roman of Cole Schotz

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Rebrands. They can be some of the most exciting and challenging projects a legal marketer can take on.


On today’s episode of the CMO Series, we’re lucky to welcome someone who has recently completed a law firm rebrand. Charles Cousins sits down with Erica Roman, Chief Marketing and Business Development Officer at Cole Schotz, to discuss the project, its challenges, successes and how it all came about.

Charles and Erica explore: 

  • How Erica came to be the CMO at Cole Schotz and at what point on the journey she recognised a rebrand was needed
  • How to approach early conversations about the website and the need for redesign
  • The process from start to finish and the type of internal resources required for the project
  • How to involve the wider firm and the approach to getting feedback
  • Where the direction of "Lawyering is our Art" came from
  • The biggest challenge of the project and the biggest success
  • Advice for others looking to be successful in leading rebrands within their law firm






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