Market research drives change

We know how difficult it can be to prove ROI for business development training — and how much it matters to professional services firms. So when research showed a tenfold revenue increase for firms completing Cochran Client Development programs, we used it as the centerpiece of a new brand. Anchored by the confident message, “Results you can measure” and a logo that suggests scientific data points, Cochran’s website features the specifics law firm leadership craves: success metrics, clear program outcomes, thought leadership, testimonials and more. The new, more vibrant visual approach was not just for marketing. We redesigned Cochran’s training materials to reinforce key aspects of the program and make them consistent with the brand promise. The results have garnered praise from Cochran coaches and clients alike.