As demand for legal services shifts and tightens, how law firms differentiate themselves in the market is critical. Jen Dezso, director of client relationships for the Thomson Reuters Institute, joins the podcast to discuss recent research into how law firms are effectively developing standout brand positions and the importance of clear brand equity for law firms. While it can be tempting to try to be all things to all clients, the research shows that, much more often, those law firms that have the strongest brand identities are the firms that are known for excellence in specific areas.