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Blame it on a bunch of students if you don’t like your firm’s branding. Today’s story about a comparison between law firms and chocolate bars says as much about the lack of individuality of most firms as it does about the all-encompassing knowledge of law students.
Brand valuation consultancy Intangible Business asked a focus group of business executives, law graduates and students to compare law firm brands to chocolate brands. Ince & Co is, apparently, a Mars Fun Size bar because it is “not too demanding but big enough to have fun”.
Pretty much any law firm in the world could say the same.
There are a few gems though. CMS Cameron McKenna is a Toblerone because it has “global recognition, universal appeal, premium positioning but accessibly priced”. And its lawyers, strangely, are triangular.
Baker & McKenzie’s Hershey’s comparison was on the basis of being “an American favourite”, a tag that is unlikely to go down too well at a firm that hates being tagged as “US”.
BLP on the other hand will be chuffed that all of its top dollar laterals and expansion has turned it into posh Hotel Chocolat on the basis of it being, “top of the range, twist on the traditional, creative and all about the visual”.
Our favourite however isn’t in the survey. Within seconds of the story going up on The Lawyer’s website the following message from Addleshaws popped into our inbox: “I think we’d be a packet of Rolos - we love our clients so much we’d always give them our last one.”