Market Differentiation Drives Higher Revenue
This just-released research with 500+ corporate counsel at the world’s largest organizations investigates more than 39 branding attributes to identify the distinct factors that drive law firm growth and revenue. In fact, a 10% incremental rise in positive differentiation drives revenue 28.5% higher.

BTI’s Survey of National Market Awareness boasts 3 major findings:
- Revenue and positive differentiation are clearly correlated
- Increases in premium work and innovation translate into market share gains—at the direct expense of competitors
- The P/I Factor faithfully indicates future growth
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BTI's Survey of National Market Awareness 2008
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“Premium branding and innovation are excellent predictors of law firm growth”
Marcie L. Shunk, Principal
BTI’s Survey of National
Market Awareness 2008
This exclusive research sets forth a potent message: Growth prospects rise when clients recognize a firm for premium services or innovative approaches. These measures, when combined with a firm's current position, are a robust indicator of which firms are best poised to become market leaders and drive out the competition.
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| Top 6 Best Growth Prospects |
- Bartlit Beck
- Skadden
- Sullivan & Cromwell
- DLA Piper
- Baker Botts
- Fulbright
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