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Podcast: Getting to the Finish Line: Overcoming Rebranding Challenges

Author: Berbay Marketing & PR | September 25, 2019

Episode 56

Richard Cohen, a founding partner of Goldberg Segalla based in the Manhattan and Buffalo offices, has been the firm’s managing partner since its inception in 2001. Rick has led the firm’s dynamic growth from a team of seven attorneys into one of the largest law firms headquartered in the United States. He oversees all of the firm’s operations across its more than 20-office footprint and is responsible for developing and implementing the firm’s strategic direction, driving its geographic expansion and cultivating leadership within the firm and throughout the greater business community. Rick plays a primary role in the recruitment of all lawyers and administrative leaders firm wide.

Rick has served as chair of the firm’s Management and Professional Liability Practice Group and its Global Insurance Services Practice Group, which is one of the largest of its kind in the U.S. He is also a member of the firm’s Sports and Entertainment Practice Group. An AV-rated trial lawyer with 30 years of experience, Rick’s practice primarily involves sophisticated insurance coverage and bad faith matters, reinsurance and D&O and E&O litigation.

Most recently Rick led the charge in Goldberg Segalla’s rebrand which resulted in a new color palette, logo, website and a custom-made management structure for the rebranding effort. He worked with outside branding consultants, a committee of three partners and an internal branding group.

What you’ll learn in this episode:

  • Rick’s strategy for establishing a law firm that operates differently from the traditional firm model.
  • Why it can be helpful to hire consultants for projects outside of your firm’s expertise.
  • How to select the right internal staff to lead projects and accomplish objectives.
  • The importance of limiting the number of decision-makers on committees.
  • Top three do’s and don’ts for completing a rebranding process, or any other major firm decision.

Additional resources:

Berbay Marketing & PR