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Borden Ladner Gervais LLP (BLG) is a leading, full-service law firm in Canada. With almost two hundred years of history going back to the 1823 founding of McMaster Gervais, it is among the most prominent law firms in the country, with offices in Toronto, Montréal, Vancouver, Ottawa, and Calgary. About 700 lawyers, intellectual property agents and other professionals are associated with the firm. BLG is governed by a national council composed of partners from across Canada.
Blair Franklin had been founded with two distinct businesses, an advisory business that operated as an investment banker and a hedge fund that was specialized in fixed income asset management.
Following the founder’s passing, the asset management group wanted to separate from the advisory business and engaged Yield Branding to advise them on how to best differentiate themselves, articulate their brand strategy and whether or not and in what form, they should retain the Blair Franklin name.
Everyone wants to lower the risk of their high-risk investments.
Yield Branding developed a campaign that fit within BLG’s existing brand framework and guidelines with the same look and feel as the national campaign. The branding campaign was based on the theme line, “Bandwidth, not Bravado”, capturing the essence of the service relationship and the expectation of international clients. As the campaign was focused on supporting international business development efforts in the US, Europe and Asia, it needed to be flexible and able to adapt to multiple channels such as tradeshow ads, sales collateral, SWAG and booth design.
The branding campaign garnered an 80%+ internal partner approval versus previous efforts that had never topped 50%. At the Association of Corporate Counsel, the campaign generated over 25 solid enquiries, 14 of which later resulted in matters for the firm. Three of those matters evolved into long-term, recurring revenue for BLG.
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