Building a Human Centric Brand with Dinko Kortzanov
I think this is where lawyers have not managed to change the branding (of their services): people are not 100 % sure that if they go to a lawyer, their problem will be fixed. This comes back to design thinking. One of the universal traits of design thinking is that you want to empathize with the people so that you understand what they’re dealing with and what their problem is. And you want to reassure them that you have a solution to their problem.
Legal services are not famous for their human centricity. Quite contrary, legal services have a reputation for being expensive, unpredictable and lacking transparency. Design as a human centric method to enhance user experience would therefore have a lot to offer for legal services. Often lawyers might think that they are client-centric because it says so on their webpage, but how to make sure that they really are and how to start the journey towards client-centrism? And how can lawyers tell about their expertise in social media? In this episode we have a pleasure talking to Dinko Kortzanov who work as a Managing Director in the oldest marketing communications agency in Finland – McCann – where he leads a data driven creative agency, specializing in using research, data and customer insights to help brands earn a meaningful role in peoples lives.
In addition to guiding us being more client-centric, Dinko shares his tips on how to do marketing and selling in legal industry. These topics aren’t thought at law school so selling and marketing might feel a little awkward for legal service providers. But Dinko’s brilliant advice will make selling process more client-centric and can actually help lawyers deliver more meaningful and value adding services to their clients.
But why should we stop using the word “sell” ? Tune in to hear the answer.
Dinko Kortzanov is originally from Bulgaria, having arrived in Finland in the late 80’s with his diplomatic parents. Growing up in an international and diplomatic environment gave birth to his passion about human centricity already at a young age.
As his LinkedIn profile states, Dinko’s “biggest enthusiasm comes from meeting different people and helping them solve all types of challenges successfully”.
He has 10+ years or experience from marketing, and has focused his passion by utilizing Design thinking methods for different problem solvings.Currently he’s working as Managing Director in the oldest marketing communications agency in Finland – McCann – where he leads a data driven creative agency, specializing in using research, data and customer insights to help brands earn a meaningful role in peoples lives.