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As someone who has worked at QS and also spent years in house in marketing/BD roles the comments on here make for interesting reading.

Perhaps marketing consultants don't do themselves any favours with the language they use, marketing for law firms isn't rocket science. Brand/image is only a minor aspect, surely enquiry generation in whatever form that takes should be the measure. What I still can't believe are people suggesting that just doing a great job is enough. Yes this will generate word of mouth referrals etc and is very important, but what about firms that:

i) want to grow their client base and revenues substantially without waiting for it to happen
ii) wish to expand into a new area of law in which they have no track record, though they have the capability

Well invested time and money into marketing activity (not strategy!) will generate a return, both from initial instructions and from the repeat work that those firms providing a great service will get.