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BTI Survey of Best-Branded Law Firms Names Dykema to Innovation Honor Roll

One of Just 90 Firms to Earn Distinction in 2013 Global Study of Corporate Counsel Perceptions

May 6, 2013

Dykema, a leading national law firm, announces that it has been named to the Honor Roll of “movers and shakers” in Innovation, as revealed in a 2013 branding report conducted by The BTI Consulting Group.  In preparing this survey, BTI—a nationally known provider of strategic market research to professional services firms—conducted more than 3400 in-depth interviews with corporate counsel at the world’s largest business organizations.

The findings, revealed in The BTI Brand Elite: Client Perceptions of the Best-Branded Law Firms, identify three core factors—Innovation, Premium Value and Client Recommendations—that drive brand perceptions of law firms among in-house counsel, serve as the principal differentiators between law firms and, resultantly, correlate positively with the hiring of outside counsel.

The BTI survey shows Dykema to be one of 90 firms recognized as “movers and shakers” in the realm of Innovation. Michael Rynowecer, BTI President, notes that while some innovations are technology-driven, law firms can be forward-thinking without technological advances: “You can innovate without technology. The ‘client-specific’ nature of innovative activities is tremendously important.”

Peter Kellett, Dykema Chairman and CEO, states, “Being named to the BTI Brand Elite is a special honor, as this list only includes those firms that corporate counsel clients delineate as ‘the best’ in those factors that differentiate law firms. This prestigious recognition validates our focus on delivering relentlessly excellent client service.”