Atticus is Now Mockingbird

Conrad Saam | February 25, 2014

I started Atticus Marketing two years ago, consulting on SEO  for a few law firms as a side gig to my day job.  Today, we’ve grown into a small team of marketing experts running 30 law firm websites.  Our service offerings have expanded from SEO and include everything from design to technology to business consulting.

In doing so, we’ve bumped into a great law firm consultancy out of Florida – Atticus Inc. (great name, if I say so myself).   I had breakfast with their CEO Mark Powers at the Orlando airport and learned much about the other Atticus. Most importantly, while our product offerings are fundamentally different, they are close enough that it is genuinely confusing.

So, as of today, Atticus is being transformed into Mockingbird. I value the consistency of branding with Harper Lee’s novel and the mockingbird branding offers a little more.  In researching the brand, I ran across an article by environmental journalist, Chris Clark:  An Intro to Mockingbirds: The Noisiest, Most Aggressive Small Bird You’ll Ever Meet.  I like that headline. A lot.  And if you know me even a little bit, the metaphor extends perfectly. Here’s how Chris defines the mockingbird:

The northern mockingbird’s absolutely fearless defense of its nest probably puts it in the running for bravest animal in the desert. It certainly makes it a contender for most annoying.

You have to give mockers points for guts. When’s the last time you took on an opponent who outweighed you by a factor of 1,500? . . . . Which doesn’t mean they’re above taunting them.

Heh.  So, here’s to bravely and noisily annoying opponents who outweigh you. Watch these two little birdies tenaciously and fearlessly drive off a huge predator: