2XL Company

2XL Company Marketing and Advertising Since 1994, 2XL Company founder Mike Kneffel has helped lawyers and law firms grow their busienss. Mike received an M.B.A.

His background is in advertising where he worked with Chiquita, Little Caesars, Kodak, Faygo, IAMS Pet Food, Red Roof Inns, and the Michigan and Hoosier Lotteries to enhance their brands and generate sales. He has provided marketing services for law firms in Michigan as well as other states across the USA. from the University of Detroit Mercy, and a B.A. in Business Administration and a B.A. in In

terpersonal Communications from the University of Olivet. He teaches Consumer Behavior classes in the Marketing cirriculum at Rochester University, and is the Chair of the Auburn Hills Tax Increment Finance Authority (TIFA).

https://www.linkedin.com/posts/lawyerbranding_aba-formal-opinion-512-doesnt-approve-activity-7424206444096335872-5jA2?ut...
02/04/2026

https://www.linkedin.com/posts/lawyerbranding_aba-formal-opinion-512-doesnt-approve-activity-7424206444096335872-5jA2?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAEPmasBmTJSvrORwghTuIJbW-5OUzoH1Bk

ABA Formal Opinion 512 doesn’t “approve” or “ban” generative AI. It does something more consequential: it says that AI doesn’t change your duties; AI changes your failure modes. The opinion’s core message is blunt: lawyers using generative AI “must fully consider their applicable eth...

01/23/2026

Brand development is no longer a linear function. It’s a matrix of integrated AI-assisted functions. However, in addition to billable hours, many lawyers lack the time to develop an AI-assisted marketing program.

The Brand Building Blueprint V.2 is fueled with AI and agentic technology, developed to generate ROI, and grounded in ABA Formal Opinion 512. It’s the convergence of what’s possible, what’s sustainable, and what makes sense for you.

Lawyer Marketing: Using Keyword Search Data to Better Engage Prospective Clients.  ,
06/13/2025

Lawyer Marketing: Using Keyword Search Data to Better Engage Prospective Clients. ,

Lawyer Marketing: Using Keyword Search Data to Better Engage Prospective Clients.2XL Company. We go beyond helping you capture a prospect’s attention, we hel...

02/15/2024
03/06/2012

Mobile devices will have a bigger impact on marketing than the combined impact of television, radio and print. Why? Because mobile devices provide all three PLUS they make it so easy for a user to communicate back to the company they are viewing.

http://blog.2xlcompany.com/?p=475
01/10/2012

http://blog.2xlcompany.com/?p=475

This is a discussion of the basic blocking-and-tackling that needs to be done if you want your website be found on Google, or any place else. To be found, you must re-tool your Home page and a few Category pages with fresh content at least twice a year (more often is better, but twice a year is a re...

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Auburn Hills, MI
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