In this blog, we feature insights from  Mike Morse, founder of Michigan’s largest personal injury firm, Mike Morse Law Firm as he explains how to build a unique law firm brand – key principles for law firm success.

Critical to Mike’s success is the foundation he created based on five key principles. We continue our focus on Key Principle #5: Cherry Garcia Beats Vanilla.

Key Principle #5: Cherry Garcia Beats Vanilla

In the highly competitive field of personal injury law, standing out is not just advantageous—it’s essential. Michael Moore, best-selling author of Fireproof, underscores this principle in one of the most impactful chapters of his book, “Cherry Garcia Beats Vanilla.” In a recent interview, Mike detailed how he transformed the way his law firm approaches commercials, emphasizing the importance of differentiation in legal marketing.

Mike’s journey wasn’t without its challenges. At a critical juncture, his law firm was forced to start from scratch when a major referrer of business suddenly dropped his firm. This unexpected setback was a wake-up call, causing Mike to rethink his strategy for case acquisition and marketing.  Instead of relying on referred business, Mike and his leadership team realized they could build a stronger business by standing out and capturing attention in a new way.

Michael’s philosophy became clear: to succeed, you must differentiate yourself from the competition by building a unique law firm brand. In the world of legal advertising, where many commercials are often dull and uninspiring, this means avoiding the “vanilla” approach that so many trial lawyers fall into. Instead, Mike opted for being memorable, creative, and distinct—much like the flavor Cherry Garcia.

Becoming Cherry Garcia: the Power of Funny, Creative Spots

Determined to break away from the norm, Mike took a different approach to building a unique law firm brand. He collaborated with a talented team of creative professionals to produce commercials that were funny, playful, and self-deprecating. This strategy proved to be highly effective. By making his commercials entertaining and memorable, Mike Moss Law Firm not only stood out but also raised the bar for legal advertising nationwide. These innovative spots have won the best 30-second commercial award at the National Trial Lawyers Association for five consecutive years.

Mike’s advice to other lawyers is straightforward: be different and memorable. He likens this approach to a “judo move” against the competition—doing the opposite of what everyone else is doing. This philosophy extends beyond just commercials to all aspects of legal marketing. By standing out and being creative, law firms can capture the attention they need to grow and succeed.

How to Be More Cherry Garcia and Less Vanilla

1. Stand out from the competition
2. Avoid the mundane and embrace creativity
3. Funny, create spots are effective – be playful
4. Don’t do it the same old way – be different
5. Be memorable and grab attention – everybody’s got vanilla

Mike’s insights from “Cherry Garcia Beats Vanilla” offer valuable lessons for personal injury law firm marketing and building a unique law firm brand. By avoiding the mundane and embracing creativity, law firms can effectively differentiate themselves in a crowded market. As Michael puts it, “Don’t do it the same old way. Be different. Be memorable.” This approach not only garners attention but also drives success, proving that in the world of legal marketing, being Cherry Garcia truly beats being vanilla.

Learn More About Mike Morse’s Five Keys Principles for Law Firm Success

Looking to learn more insights from Mike Morse? Read these blogs on key principles #1 – #4:

1. 1. Five Key Principles for Contingency Fee Law Firm Success
   2. Testing: The Key for Personal Injury Firms to Identify Top Talent
   3. Data-driven Success for Personal Injury Law Firms: The Jumbotron Principle
   4. Run Your Plaintiffs Law Firm Business Like Your Best Case

Meet with Esquire Bank

Interested in funding sustainable law firm growth? Learn how your law firm can finance its case costs and free up capital to invest in key business areas and growth. Schedule a no-obligation consultation with an Esquire Bank Business Development Officer today at a time convenient to your schedule.

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Special Offer – Complimentary Copy of Fireproof

Get a complimentary copy of Mike Morse’s best-selling book Fireproof. Simply click on the link below and then complete the form to request your copy of Fireproof.

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Mike is the founder of Mike Morse Law Firm, the largest personal injury firm in Michigan. He lectures across the nation on best practices for running and building a successful law firm. Recently, he was named a #1 Amazon best-selling author for his book Fireproof.

* The information provided on (or accessed through) this blog is for general informational purposes only and is not intended as, and should not be relied on for, law firm operations, tax, legal or accounting advice. Some of the information may not be applicable or appropriate for all law firms. Please consult your own tax, legal and accounting advisors as appropriate. Results may vary by law firm.