Battle of the brands

To many, the word “franchise” has a negative connotation. It conjures up images of fast food outlets and photocopier and print shops. Certainly in the legal profession the word jars with many who see the profession as a cut above “trade” of this sort.

A notable exponent of franchising in the law has been Chicago-based, Baker & McKenzie, derided by many of those who work for its illustrious competitors as “MacLaw”.

The F-word

So why on earth would any self-respecting law firm contemplate using the F-word?

The answer is simple but profound—it is about branding. A brand for a law firm is not just a collective noun for all the people who practise using that name. It is every experience that affects the relationship between the consumer and the product or service.

As solicitors face the challenges of the alternative business structure world, they need to face up to the challenge of defining and creating a stand-out brand. This is proving