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I have written several times about the benefits of taking the contrarian view when it comes to law firm marketing. Doing so can help separate you from the pack and get you the attention that attracts clients when you take an interesting and opposite stance to the thundering herd.
I stumbled across this story the other day and believe it is worth sharing; you may have already seen it since it has gone viral, appearing on Mashable, The Atlantic and other sites. It’s a cease-and-desist letter from Christy Susman, a senior trademarks attorney representing Jack Daniels. The contrarian part? It’s nice.
First, here’s what it’s all about:
Author Patrick Wensink commissioned the above art for his book, Broken Piano for President. As you can see, it clearly mimics the iconic design of the Jack Daniels label. Most of us would expect that author to receive a threatening letter with consequences outlined in bold language.
Instead, he got this (excerpted):
Both the author and Jack Daniels have benefited – the author noted on his blog that his paperback is selling briskly and, judging from many comments on the social media sites, Jack Daniels has garnered a lot more fans for its product.
Which goes to show you that sometimes the road less traveled is the road to riches.
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