I'm focusing on large lawfirms, which are as hidebound and risk - averse as you're going to find in the business world, and where the whole business case for existence depends on strengthening the firmbrand first, the lawyer brand second or lower.
LawFirms that depend on joe / jane consumers for business, i.e. closing on a home, personal injury, draft a will, divorce, etc., are likely to follow the same attempts in establishing a brand as any company focusing on consumer marketing.