Branding poses law firms difficulties. They must strike the balance between something inane but not evil, professional but not boring.
Tulkinghorn understands that Addleshaw Goddard might be having a few problems with that balance. One of his moles was curious to hear that the firm wants its external branding to be in tune with whichever particular client it is advising.
For example, while working with aggressively expansive hotel client Travelodge, the lawyers adopt a “down to earth” approach, eschewing the normal airs and graces of a private practice law firm.
So it’s a good job that Stringfellows isn’t a name on its corporate roster. Addleshaws’ lawyers would be forced to turn up covered in baby oil and pole dance around the