This e-mail address is being protected from spambots. You need JavaScript enabled to view it

With experience that includes legal industry and international clients, Mike provides LEGUS with a professional approach to the discipline of marketing. His goal is to help LEGUS become a meaningful brand name, and a valuable marketing resource for all member firms.

In 1994, Mike founded the 2XL Company to provide marketing, advertising and public relation services. One of his first clients was a law firm, and within a year he added two more law firm clients. Since then, Mike has kept up on legal industry trends and the advertising restrictions that are unique to this industry. For some law firms 2XL operates as their marketing staff, for other firms they handle project work.

The 2XL Company helps law firms grow by creating positive and meaningful brand images that help build value on two levels: (1) The firm’s image is enhanced in the eyes of your target audiences, e.g. clients, judges, corporate counsel, etc., and (2) The firm’s image is enhanced in the eyes of “like-minded” attorneys who have significant credentials and might be looking to change firms.

Prior to the 2XL Company, Mike worked at an international advertising agency and developed strategic marketing plans, media strategies and creative concepts. Brands he worked with include Chiquita, Kodak, IAMS Pet Food, Red Roof Inns, BP Service Stations, Vlasic Pickles, Campbell Soup, Eckerd Drug Stores, and the Michigan and Kentucky Lotteries. He also served two years as the Marketing Director for the Hoosier Lottery in Indianapolis, Indiana.

“The opportunity to help to grow LEGUS into an internationally recognized brand name is extremely exciting. This will add-value to the branding efforts of all member firms.”

– Mike Kneffel

LEGUS Marketing Services:

• Analysis of Current Brand Image vs. Firm’s Strategic Vision
• Marketing Plans with a Competitive Analysis
• Internet Marketing
• Search Engine Marketing
• Website Marketing with Cross-Selling Strategies 
• Advertising (Creative and Media Placement)
• Public Relations Campaigns
• Logo Design
• Brand Identity Materials

To find out more about LEGUS Marketing Services, please contact LEGUS President Sandra Boyer at This e-mail address is being protected from spambots. You need JavaScript enabled to view it , or Mike Kneffel at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Published Material:

“Law Firm Branding Demystified”, IPFrontline.com, April 2008

“From your name or logo, a potential client should be able to unpack all the benefits of the services you offer. It does not necessarily matter what your firm’s name is – the challenge is to inform, or even educate, your target clients about what your brand stands for in terms of benefits to them through the service you provide.”

- www.lawgazette.co.uk/in-business/marketing-and-next-generation-law-firms