A Separate Brand?
These action points do not specifically
address the issue of whether firms should
create a separate brand for their standardized
services. We are only saying that, in any
Of Counsel, Vol. 33, No. 3 11
deployment of multiple brands, the critical
task is to clearly decouple them in the client’s
eyes. A number of firms have created altogether
separate legal entities and brands to
deliver such services.