Audacious merger propels King & Wood Mallesons into top 20 legal brands globally.

The newly merged King & Wood Mallesons brand now ranks No. 16 in the Acritas Sharplegal Global Legal Brand rankings.

To offer their clients the best possible service, King & Wood Mallesons put a strong focus on their client’s needs. This seems to pay off through the only sino-western merger and a strong brand focus.

mext supported King & Wood Mallesons in developing the new brand and communications and worked with mr mumbles as the creative agency. The brand was developed with the help of mext’s cutting edge brand development tools based on the most modern psychology.

One of the tools, HuNeeds®, is able to map client & employee needs and help position the brand, its practices, people and offers. HuTrust® is globally the only robust approach to analysing, building and managing trust.

The initial launch of the merged brand led to accolades in the legal and marketing industry, with Wall Street Journal exclaiming: ‘London and New York beware. Here comes King & Wood Mallesons.’

King & Wood Mallesons was also the only professional services entry nominated finalist in the prestigious AMA New Brand Launch awards against the likes of BUPA. Apart from brand and marketing success, the launch led immediately to new business leads. Two weeks after launch of the merged brand the Asia Wall Street Paper reported that King & Wood Mallesons was already working on 40 new business cases and matters.

Client needs modelling provides new opportunities for legal firms to create customer value.

There has been a lot going on the in legal sector – global consolidation, off-shoring, margin pressure, in-housing and the challenge will keep building - not least through an uncertain and sluggish economy.

After having helped King & Wood Mallesons develop their hugely successful global brand and advertising campaign the team at mext turned their attention to a big gap in the legal market. A deep understanding of client needs and trends in working with firms.

Having developed over 60 customer needs models globally from airlines to utilities mext conducted 49 interviews with clients and firms and used the most modern psychology to develop and map client needs for legal services.

The result is a comprehensive and conscious understanding that helps firms better fulfil on their client needs and thus create higher value for them and greater opportunities for themselves.

Senior industry insiders with whom we discussed the HuNeeds® model considered the approach ground-breaking in the industry, providing new potential to shape the way they work with clients and deal with the challenges ahead.

Lawyers Weekly wrote that the challenge will lie in firms understanding and adopting this kind of thinking. With mext’s experience in applying the HuNeeds client needs modelling approach with King & Wood Mallesons and first reactions from firms this worry seems to be unfounded.

The study identified the structure of 6 core motivations and 29 specific needs that help firm dealing with challenges ranging from brand to experience Design, margin pressure to new business development and innovation.

One mext client called the HuNeeds approach 'the cornerstone of all their marketing activities' because it provides a scientifically sound and intuitive framework every lawyer can use.

As a proactive study and tool developed to support their clients, the findings of the study are available to all legal services firms as the study results and through workshops.

Legal Minds!: Understanding Client Needs for Legal Services. from mext Consulting

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