Video – Hogan Lovells


Total Brand Care is Hogan Lovells’ approach to help companies create, protect and commercialise their brand assets. Hogan Lovells hosted a series of client events in Japan, Germany and the UK to promote Total Brand Care, bringing together a multi-disciplinary panel of speakers to address brand and reputation issues.  The firm wanted to highlight the range of expertise involved in an accessible format, and make it available to a wider audience.



Lextel partner James Nurton suggested a series of short, snappy video interviews with partners from different offices across the firm’s network. Though the general topics were set out in advance, the interviews were unrehearsed, giving them a spontaneous feel. The involvement of an external interviewer gave the interviews added credibility and showed the lawyers responding to probing questions rather than delivering rehearsed dialogue.



Once edited, the video interviews were uploaded to the firm’s website and to YouTube, where traffic could be monitored. The client was very happy with the quality and reach of the interviews. By breaking down the protection of brands into different elements such as antitrust, product liability and due diligence on acquisitions, the videos demonstrated the extent and range of the partners’ expertise that underpins the Total Brand Care concept.

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