In this environment, McCarthy Tétrault, Canada's pre-eminent and first truly national law firm, has pursued significant changes in the way it is organized and managed. To reflect these structural changes and their value to key audiences - existing and potential clients in Canada and off-shore; lateral hire and student recruits; and partners, associates and staff - McCarthy Tétrault undertook a review of its brand. The objective was to more clearly articulate its value proposition and identify key channels through which to bring the brand alive.
The result of our positioning work is a clear, compelling and shared statement of the value proposition of the firm, based on evidence from multiple sources. This positioning became the basis for a set of brand tools that communicate, through many channels, what McCarthy Tétrault is, what it does and what it says.
Lee's flexibility and deep knowledge of branding was essential to the success of the initiative. He was also able to interact in a very constructive way with a highly demanding and critical group, the partnership of the firm. In our case, the journey was as important as the final product. Lee made that journey rich and engaging."
Nathalie Lachance, Director, Marketing and Communications