Brand New
Brand New
  Panellists
    Neil Kinsella
Slater & Gordon
    Craig Holt
QualitySolicitors
    Craig Underwood
MinsterLaw
    Archana Makol
BT Law
    Christina Blacklaws
    Gabe Miller
Jacoby & Meyers
      Largest full service law firm in the US
      The most familiar name in the US legal market
      Their goal in the UK is to build a "trusted national" brand
in the UK
      Their's is a high volume, low margin business.
      They HAVE to be able to offer a DIY option
  Can all brands expand?
    Blacklaws - some brands can't expand
    Blacklaws - challenging time for Cooperative
    Rose - Problems within "group brands" can hurt across a group e.g. Co-Op Bank.
    Blacklaws - said it's not a problem
    Makol - we are there to protect our own brand
    Makol - some raised eyebrows when we exhibit
    Makol - we're a B2B proposition, not B2C
  Buying recognition
    Kinsella - where's the beef? What is a brand trying to deliver?
    Kinsella - S&G beef is about "access to justice"
    Holt - consumers becoming more discerning
    Holt - brand for brands sake is wrong. It's all about
what the brand provides
    Makol - it's about "buying" brand in the right space
    Blacklaws - small firms need to think twice about
buying recognition
    Miller - You can buy recognition, you can't buy brand!
    Blacklaws - Recognition drives consideration when purchasing
  What is brand?
    Miller - It's about the promise
    Holt - It's all about the proposition behind the visible brand
    Rose - Neil, S&G adverts are just "we're lawyers"?
    Kinsella - our proposition will build over time
    Kinsella - 75% recognition in Australia built over 20 years
    Miller - Nothing unique in the legal industry that stops it being "rolled up"
just like any other big US industry e.g. JiffyLube & Caldwell Bank