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Issue 22

Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead

By Burkey Belser and Sue Allison

We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.

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Issue 21

Your Client Feedback Program May Not Lead to Satisfied Clients

By Sue Allison

I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”

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Issue 20

In Client Interviews, How Questions Are Asked Really Matters

By Greg Newman

In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?

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Full Article

The Washington Post Is Dead

By Burkey Belser

Posted on 11/06/09 at 4:11 pm

It always amazes me that clients hire bad designers. Most often one hears, “We just couldn’t afford them” as the disheartened synopsis. At the same time, that comment makes me want to ask “Who can afford to hire a bad designer?” Their work just goes unnoticed, fails to communicate, fails to engage, fails to sell. Whatever money has been spent is wasted. But I understand that many left brain decision-makers don’t understand the difference between average and good design, much less the difference between good and great. So why lose sleep over those who recognize quality in their own sphere but completely fail to get it in the visual domain?

But one company who can afford to pay for great design has hired and set loose a truly bad designer. It’s hard to know where to begin attacking the new redesign of The Washington Post. There are so many terrible things to say about it.

The use of Bodoni and Bodoni Bold is as good a place as any to start. Bodoni is a wonderfully elegant face designed for short bursts, but the same features that make it distinctive (the exaggerated difference between the thick and thin strokes, the ruled serifs) make it difficult to read. The liberal use of Bodoni Bold in headlines is inefficient and downright ugly. Yes, people react negatively to change as a rule. However, this is just bad typographical design.

But the sins don’t end here. Borrowing The Wall Street Journal’s pointillist rendering style for columnists is not just theft, it’s bad branding! The Journal “owns” that style and is recognized for it in an instant. So what is the Post now: a second-hand Journal? Wrong. Wrong.

I could go on to the page layouts for the magazine sections, but it would be too cruel. What’s sad about the redesign of the Post is that only 10 years ago it was redesigned by the uber-genius designers Walter Bernhard and Milton Glaser. It was a welcome, smart and elegant redesign of an old and frumpy paper.

If this is the Post’s answer to the challenge of the Internet, then it is just whistling past the graveyard of other papers it will join soon enough.

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1 comment(s)

1.

Rich Reilly

11:23 am (November 19, 2009)

Within the overall context of “print — particularly newsprint — is dead”, the whole discussion is likely moot. The Post’s “makeover” I think, in general, seems pleasing enough…except for the hideous “WP” type treatment on the Sunday magazine. That look was DOA.

About Burkey Belser

President

Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.

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