A successful brand is about much more than a logo, color palette, or website redesign. In this episode of the LMA Podcast, Strawberry Nevill (Strawberry Nevill Communication Consulting) sits down with Roy Sexton (Vedder) and Alissa Pinck (Greenbaum, Rowe, Smith & Davis) to explore the fundamentals of branding and how legal marketers can leverage brand strategy to drive business goals.

Drawing on decades of experience leading branding and rebranding initiatives, they discuss the critical role of internal alignment, stakeholder engagement, change management, and client feedback in creating a brand that people embrace and use.

Covering everything from rebranding to demonstrating value to firm leadership to measuring impact, this conversation offers valuable takeaways for legal marketing and business development professionals at any stage of their branding journey.

Tune In to Learn:

• Why branding is about the client experience, not just logos, websites, and visual identity.

• How internal alignment can make or break a rebranding effort.

• Common branding challenges legal marketers face and strategies for overcoming them.

• How to build buy-in across large, complex organizations,

• Why successful rebranding often requires significant change management and education.

• The importance of tying brand initiatives to business goals and strategic priorities.

• Why the real work begins after the brand launches and how to keep your brand alive and evolving.

Strawberry Nevill spent 15 years in legal and policy roles, including three years as a litigator at a small law firm, before opening their consultancy. They help small law firms build more peaceful, productive practices by getting better at client communication, from marketing to closing the file (and beyond). You can find them at https://www.strawberrynevill.com/ or on LinkedIn (https://www.linkedin.com/in/strawberry-nevill/).

Roy Sexton is the chief marketing & client development officer at Vedder. He is responsible for developing and implementing the firm’s overall marketing strategy and overseeing all projects and personnel in the marketing department. Roy brings over 25 years of experience in various industries, with nearly 15 years of experience in the legal marketing field at prominent global firms. His career knowledge includes public relations and marketing planning, business development strategy, digital and social media outreach, attorney onboarding, and practice development. Beginning in 2020, he served as an active international board member of LMA and was elected as the organization’s international president from 2023 to 2024. Roy has also been recognized by a number of legal publications and organizations including Crain's, INvolve People, and Corp! Magazine for his leadership capabilities, particularly as an executive within the LGBTQ+ community. Throughout his career, he has served as a board member for a number of Michigan-based charitable organizations, such as the Mosaic Youth Theatre of Detroit and Ronald McDonald House Charities.

Alissa Pinck has more than 20 years of experience at the intersection of brand, communications, content, and PR. She pivoted to legal marketing after more than two decades in agency, nonprofit, startup, and professional services environments. Driven by a love of the written word and an insatiable sense of curiosity, Alissa has deep experience in brand positioning and messaging, media relations, reputation management, thought leadership, multi-channel content development, awards submissions, and business development.

What does executive presence really look like in today's workplace — and is it something you can actually learn? In this episode of the LMA Podcast, Trish Lilley sits down with Heather Barnes to discuss the evolution of executive presence, from polished perfection and authority to something far more powerful: genuine connection, empathy, and trust.

They discuss the role of body language, audience awareness, feedback, and self-awareness in career advancement, particularly for professionals aspiring to leadership roles. The conversation also dives into resilience and why practices like positive reframing, gratitude, and active listening can help professionals thrive. Along the way, Heather makes a compelling case for embracing humor, vulnerability, and even improv as essential leadership tools in today's workplace.

Whether you're an emerging professional looking to elevate your career, a manager developing your leadership style, or a seasoned executive seeking fresh perspective, this is a great conversation on how to show up with confidence.

Tune in to learn:

• How executive presence has evolved from traditional authority and polish to authenticity and relationship-building.

• Practical techniques to command a room.

• Ways to build executive presence at any career stage.

• Strategies for developing resilience.

• Why humor, improv, and vulnerability can be powerful leadership tools.

Trish Lilley is the chief marketing and business development officer at Barnes & Thornburg LLP. A forward-thinking, internationally recognized champion of innovation, Trish has led marketing and client development in C-suite roles at four Am Law firms, driving strategic growth, implementing operational realignment, and cultivating high-performing, collaborative teams. Her work has spanned digital transformation, client and alumni relations, lateral recruiting and integration, and a diverse range of branding initiatives. Trish is known for building streamlined service models that strengthen client relationships, drive revenue, and align marketing operations with firmwide business objectives.

A longstanding leader in the Legal Marketing Association, Trish is a Fellow in the College of Law Practice Management, chairs the CMO Advisory Board of Best Lawyers, and serves on the Law360 Legal Industry Editorial Board.

Heather L. Barnes, MA, is the founder and CEO of Improv @ Work LLC, and she is a faculty member at the Northwestern University Kellogg School for Management. She teaches executive presence, presentation skills, strategic communication, and navigating difficult conversations using improvisational philosophies and techniques. Heather has over 20 years of experience leading people, teaching strategic communication, and innovating large scale presentations. In 2017, Heather founded Improv @ Work LLC to deliver experiential workshops at museums, corporations, law firms, and universities worldwide to empower organizations to evolve. She has a master’s degree from the University of Chicago. To learn more about Heather and Improv @ Work LLC visit, https://improvisationatwork.com/.

Practical Ways Legal Comms and Marketing Technology Pros Are Collaborating to Level Up

How is AI reshaping legal marketing in practical, day-to-day ways? In the latest episode of the LMA Podcast, hosted by the PR and Communications and Marketing Technology Shared Interest Groups (SIGs), Kali Hammond sits down with Dan Pulka and Mike Vallebuona to move past the “AI is changing everything” narrative and focus on what’s actually working for legal marketing teams today.

Tune in to Learn:

• Real-world use cases across media monitoring, content development and thought leadership, crisis communications scenario planning, internal communications, and data storytelling for attorneys and clients.

• How PR, communications, and marketing technology professionals can stay relevant in an AI-enabled environment.

• The skills that matter most now (judgment, storytelling, and strategy).

• How to talk about AI with firm leadership.

• Quick wins you can put into practice immediately.

Kali Hammond, APR, is a managing director at Poston Communications and serves as a senior public relations and communications strategist specializing in media relations for law firms and professional services organizations. She advises firm leadership on reputation management, strategic communications, and thought leadership. She is known for translating complex legal and regulatory topics into clear, compelling messaging that supports clients’ business goals.

Dan Pulka is chief business development and marketing officer at Troutman Pepper Locke, where he leads the firm’s marketing, business development, communications, and client experience functions. He is focused on turning AI from a topic of conversation into a working part of the department’s operating model, with an emphasis on adoption, measurable impact, and practical use cases that improve how teams support lawyers, clients, and firm growth.

Mike Vallebuona is director of marketing technology at Covington & Burling LLP, where he leads the firm's CRM, analytics, web, and creative teams. He co-chairs the LMA Marketing Technology SIG and is currently focused on putting AI tools — from Copilot to pitch and proposal automation — into the hands of legal marketers in ways that actually change how the work gets done.

How can legal marketers move from tactical execution to strategic leadership? In the latest episode of the LMA Podcast, Marci Taylor sits down with Alessandra Almeida Jones to discuss how legal marketing teams can align with firm strategy, use data and AI to drive smarter decisions, and ultimately secure a stronger voice at the leadership table.

Tune in to learn:

• How legal marketing and business development teams serve as a law firm’s “growth department.”

• The importance of cross-disciplinary, or “stretchy,” initiatives in maximizing impact.

• Why strategy must prioritize optionality and agility as AI reshapes the business of law.

• What small teams with fewer resources can do to demonstrate their strategic value.

• Why it’s important for even senior leaders to roll up their sleeves and tackle seemingly small tasks.

• How to make curiosity your superpower as a legal marketer.

Marci Taylor, JD, is a strategy and management consultant who helps law firms and professional services organizations build stronger practices, develop more effective leaders, and create workplaces where people and businesses thrive together. As founder and president of Mantra Legal Consulting, Marci brings deep, practical experience across the full spectrum of law firm management, combining a people-centered philosophy with data-driven insights and a technology-forward approach to every engagement. She holds a certificate in AI-Driven Leadership: Strategies for the Future from Stanford University.

Alessandra Almeida Jones is a seasoned marketing leader with more than two decades of experience helping professional services firms connect meaningfully with the people who matter most — their clients, their colleagues, and their communities. Known for her innovative approach to marketing, communications and business development, she has held senior roles at leading global organizations, including Baker McKenzie, Linklaters, and King & Wood Mallesons, and currently serves as global chief marketing officer at BCLP. An active contributor to professional development communities, Alessandra is an LMA Europe board member and a regular conference speaker on marketing, business development, and inclusion and diversity topics.

Marketing and business development professionals hold keys to one of the hottest currencies in law firm PR: information. In this episode of the LMA Podcast, Axis Marketing Strategies' Matt Plavnick, Boies Schiller Flexner's Robin Davidson and Blattel Communications' Traci Stuart discuss how to mine and invest in information, highlighting how access to firm planning and data, lawyer and practice group insights, and the anticipated initiatives of marketing and business development colleagues are critical to good PR planning and activity. Tune for a conversation that covers:

• Natural inflection points that can help break down information silos.

• Information triggers: good questions for extracting PR gold.

• What to listen for in conversations with lawyers.

• PR and other marketing and business professionals’ valuable role as connectors in the law firm ecosystem.

What if the routines that support personal wellness could also strengthen client relationships? Sarita Aguirre, a registered dietitian at Rising Nutrition, and Blair Whitman, vice president of client success at Homethrive Inc., explore practical parallels between managing your habits, time and energy — and delivering consistent, meaningful value to clients. 

Through themes including habit stacking, energy management and aligned routines, this episode of the LMA Podcast offers actionable ways to foster relationship-building and adding client value into daily workflows. Tune in for simple, sustainable ideas that improve follow-through and drive long-term client value — without relying on last-minute efforts.

Landing a lateral hire is just the beginning. The real impact comes from how you tell the story. Join LMA PR & Communications SIG Co-Chair Corrina Wright of Benesch, Society 54 Managing Director Katy von Treskow and Brownstein Director of Communications Susan Erlenborn for a session breaking down proven strategies for turning attorney arrivals into compelling moments that strengthen your firm’s brand, attract attention from key audiences and build momentum across media, web and social channels. Whether you’re managing PR solo or collaborating with a larger communications team, you’ll walk away with actionable tips to help every announcement make a splash.

The LMA Podcast focuses on hot topics in legal marketing and business development with conversations driven by industry professionals. Listen on SoundCloud, or find us and subscribe on Apple Podcasts and Spotify.

Storytelling and feedback have become essential differentiators for lawyers navigating an increasingly competitive legal market. In the latest episode of the LMA Podcast, Julie Chodos sits down with Anne marie Houghtailing to discuss how intentional communication shapes the business of law — from winning work and elevating client relationships to developing talent and building healthier firm cultures.

Tune in to learn:

- How storytelling strengthens business development, differentiates attorneys in crowded markets, and helps firms move beyond information‑heavy pitches.

- Why consistent, real‑time feedback is a business imperative, impacting productivity, talent development, and the client experience.

- Where firms lose money and momentum when communication breaks down — and how to correct it.

- The myths that hold lawyers back from giving and receiving the information needed to grow.

- Practical ways to integrate storytelling and feedback into pitches, training, team leadership, and day‑to‑day client service.

What can 40 years of legal marketing tell us about the future of the profession? In this special episode of the LMA Podcast, Ashley Stenger, LMA CEO, sits down with John Byrne, 2025 LMA president, and Rachel Shields Williams, 2026 LMA president, to celebrate LMA’s 40th anniversary and explore what’s next for the field of legal marketing and business development.

Tune in to learn:

• How legal marketers have evolved from the early days of developing brochures to establishing themselves as data-driven, strategic partners inside law firms.

• Why hyper-targeted client experiences and measurable outcomes are replacing one-size-fits-all approaches.

• The real impact of AI on legal marketing, and why human judgment, empathy and storytelling remain irreplaceable.

• What the next 40 years could bring: new roles, deeper collaboration and a more diverse, client-centric industry.

• How LMA will help members lead change, not just adapt to it, through technology and professional development initiatives.

Forty years in, and the legal marketing landscape continues to evolve. This episode shares what’s coming next and how you can stay ahead, no matter your role or focus.

The LMA Podcast focuses on hot topics in legal marketing and business development with conversations driven by industry professionals. Listen on SoundCloud, or find us and subscribe on Apple Podcasts and Spotify.

Ever wondered what it’s really like to be on the receiving end of your pitches? In this episode of the LMA Podcast, Traci Stuart sits down with Katherine Hollar Barnard and Elizabeth Lampert to take listeners behind the scenes of legal media and hear directly from the experts shaping the headlines.

In this discussion, they’ll unpack fresh survey data revealing:

• The biggest pain points reporters face when working with law firms, from generic pitches to slow response times.

• What makes a spokesperson stand out — and why credibility, candor and clarity matter more than canned soundbites.

• The types of legal stories journalists want — and don’t want — including why trend insights often beat deal announcements.

• The most effective ways to get noticed (hint: less is more), and why relationships still matter in a digital-first world.

• How media expectations are shifting in the age of AI, rapid news cycles and shrinking newsrooms.

Whether you’re pitching a high-stakes case, firm news or thought leadership, this episode will help you align your outreach with what legal journalists truly value.