Episode 30: Building a Human Centric Brand with Dinko Kortzanov
Legal services are not famous for their human centricity. Quite contrary, legal services have a reputation for being expensive, unpredictable and lacking transparency. Design as a human centric method to enhance user experience would therefore have a lot to offer for legal services. Often lawyers might think that they are client-centric because it says so on their webpage, but how to make sure that they really are and how to start the journey towards client-centrism? And how can lawyers tell about their expertise in social media? In this episode we have a pleasure talking to Dinko Kortzanov who work as a Managing Director in the oldest marketing communications agency in Finland - McCann - where he leads a data driven creative agency, specializing in using research, data and customer insights to help brands earn a meaningful role in peoples lives. In addition to guiding us being more client-centric, Dinko share his tips on how to do marketing and selling in legal industry. These topics aren't thought at law school so selling and marketing might feel a little awkward for legal service providers. But Dinko's brilliant advice will make selling process more client-centric and can actually help lawyers deliver more meaningful and value adding services to their clients. But why should we stop using the word “sell” ? Tune in to hear the answer.