What happens when the legally appropriate decision to protect a trademark creates a communications problem for the very brand you are trying to protect?
That is the question facing everyone’s favorite roadside beaver, Buc-ee’s. The popular travel-center chain, known for
Jaffe
Jaffe is a full-service marketing, branding, public relations, and business development agency focused exclusively on the legal industry. Since 1978, it has supported law firms, lawyers, legal associations, and legal vendors by providing strategic marketing and communications services tailored to the legal market. Jaffe's offerings include business development, public relations, branding, content marketing, digital marketing, social media, and creative services. The agency emphasizes understanding client objectives such as market positioning, business growth, and attorney recruitment, and integrates multiple tactics to meet these goals. Its team includes former attorneys and marketing professionals, enabling it to serve as an extension of clients' internal teams. Jaffe publishes blogs and insights on legal marketing strategies, law firm communications, and industry trends.
Jaffe Blogs
Latest from Jaffe
The Race for AEO Visibility: What Is Schema, and Why Is It Essential for Law Firms?
By Brian Alford
This article was originally published on September 1, 2026 by Law.com.
Law firms are racing for position in the new world of answer engine optimization (AEO) and AI-generated search. They are publishing more content, rewriting attorney biographies, pursuing earned…
When Negative Google Reviews Add Up: What Law Firms Can Do
As a law firm, your reputation is undoubtedly one of the most valuable assets of your practice. It can be defined by several elements, from referrals and courtroom wins to rankings and thought leadership.
One thing that’s often overlooked? What…
Salutations from Salem: Jaffe Retreat Highlights Company’s Strength of Diverse Backgrounds
Last week, Jaffe colleagues from across the country came together for a two-day retreat and a meeting of the marketing minds in Salem, Massachusetts. Salem is a tourist city where historic buildings, stories of witchcraft, gift shops, and a healthy appreciation for the dramatic all live on…
Google's 'Personal Intelligence' Signals the Next Evolution of Legal Search
Google is taking another major step in the evolution of AI-powered search with the expansion of its new “Personal Intelligence” capabilities across AI Mode in Search, the Gemini app, and Chrome.
The rollout marks a significant shift in how people…
Interpret Your 2026 Chambers USA Results and Refine Your 2027 Strategy
By Luis Zuluaga
After the Chambers USA 2026 guide is released on June 4, 2026, and shows how your firm and attorneys placed in the rankings, it’s time to start planning for next year’s submissions because the 2027 research cycle begins this summer. Here…
“Don’t Write About the Law; Write About the People it Serves” – Thought Leadership Insights from the LMA Annual Conference
At a recent Legal Marketing Association Annual Conference panel in New Orleans, one line stood out: “Don’t write about the law. Write about the people it serves.”
It may seem like a simple idea. But it’s one that highlights…
How Cultures Built on Humanity and Authenticity Become Competitive Marketing Advantages for Law Firms
This article was originally published by Legal Management, the magazine of ALA, on April 10, 2026. Download the PDF here.
Law firms spend enormous amounts of time focusing on strategy, financial performance and client development. Yet one of the
…
8 Weeks Out: How Elite Firms Leverage Chambers Embargo for Strategic Gain
By Luis Zuluaga
If there’s one thing both legal marketers and attorneys can agree on, it’s that when it comes to Chambers, everyone wishes there was more time. More time to gather matters, more time to edit submission drafts, and more time to…
One Shining Moment: How Law Firms Win Pitches and Advance Through the BD Bracket
Every March, millions of people fill out NCAA tournament brackets convinced they’ve cracked the code. But by the end of the first weekend, most of those brackets are already in shambles.
Unfortunately, this article won’t help you win your office…