There’s more to branding than sticking a red-hot poker near a cow’s derrière. Just how do law firm brands stack up?
The New Lawyer is embarking on a major break-down of law firm branding, asking you, the lawyers, to rate all Australian law firms’ effectiveness and message.
The New Lawyer runs it inaugural survey into branding as UK firm Eversheds makes a move to consolidate its own, and clarify any confusion about its commoditised arm Legal SystemsGroup (LSG).
Eversheds has disbanded its commoditised arm as part of a firm wide restructure aimed at allaying any confusion about its brand.
The firm operates the volume business LSG, which deals with financial recovery, remortgaging, volume claims, personal injury and specialist litigation. LSG sits alongside, but is separate from, the firm’s four main practice areas.
Eversheds will continue to offer this volume work, but LSG and its partners and fee-earners will be absorbed into the litigation and real estate practices, the firm has announced.
“We’re trying not to look at it as a distinct offering,” said managing partner Lee Ranson, The Lawyer reports.
“It’s a question of trying to offer a joined-up service, so [clients] don’t feel [they’re] going to separate businesses.”
The move is designed to prevent any confusion over the firm’s branding. According to reports, it had looked like it was chasing high-end and bulk work, giving the firm a negative image in the high-end legal sector.
Eversheds maintains, in the meantime, that it is not abandoning its value-for-money marketing strategy. Management has confirmed it can still undercut the magic circle, Britain’s top tier.
In February, Britain’s Law Society was earmarked as having the strongest brand in the legal market, while law firm Eversheds had the strongest law firm brand, research by the branding organisation Superbrands revealed.
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