Burkey Belser is the author of 25 years of Legal Branding, and also president and creative director of Greenfield/Belser. Over the past 40 years, he has led teams that have won hundreds of awards in every major field of graphic design: identity, collateral, web, periodicals. Burkey has been inducted into the Washington Art Directors Club Hall of Fame and is a Hall of Fame member of the Legal Marketing Association. He is LMA’s only recipient of a Lifetime Achievement Award.


#DESCRIPTION
Burkey Belser talks about the importance of conducting a competitive analysis when branding a service. He points out that the analysis may indicate that it may not be possible to compete on all bases and it may make more sense to choose specific niches to be able to compete based on strength.

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