Fabian chats with Sam Mazzeo who runs a law office in San Diego together with his partner that they built into a brand that goes against the grain. His firm's brand is built on boldness in an industry that is known for blandness. Wilkmazz's client area is subtly titled 'Lawyer's Shit.' Sam talks about the pros and cons of creating a bold brand and why one needs to keep re-branding over and over again in order to remain authentic.I sit down with my lawyer (indeed!), who has not been my lawyer before I invited him onto my show. I came across their site, wilkmazz.com, after hearing Sam speak in an interview and it took me only a few split seconds to know that I have to get him onto this podcast. I believe in a brand being authentic, and direct, and as simple as being bold sounds, it takes a special personality and lots of guts to actually pull it off and to pull it off successfully, and the partners at this San Diego law firm sure pulled it off.Sam and I talk about why they have a bold and authentic brand, how it helps and where it hurts.An episode that any bold entrepreneur and marketer should dive into and learn from when they need a good kick in their behind to take some bold moves.To connect with Sam, hit him up at holler@wilkmazz.com or visit the ever so intriguing 'anti-law-office' law office brand at wilkmazz.com