QualitySolicitors Hits the Streets

From the Law Society Gazette 20/05/10:

Law firm marketing alliance QualitySolicitors has launched a national high street branch network in a bid to become the first ‘household name’ legal brand, the Gazette can exclusively reveal.

Today sees the opening of the first 15 QualitySolicitors branches across the UK, in a strategy described as a ‘game changer’ by one industry commentator.

Well-established practices such as Bristol firm Burroughs Day, Lockings in Hull and Howlett Clarke in Brighton are among 13 firms to have totally rebranded. They now trade under the QualitySolicitors name, branding and logo.

QualitySolicitors chief executive Craig Holt said: ‘The threat posed by “Tesco law” [when the Legal Services Act comes fully into force in October 2011] is so grave because of the lack of recognised, customer service-focused brand names in the legal market.

‘Visibility on the high street, along with a high-profile marketing campaign including on primetime television, will transform QualitySolicitors into the first household name legal brand.’

It’s always said that attack is often the best form of defence and I guess this is a clear shot across the bows of ‘Tesco law’ players, who are currently readying their battalions prior to battle.

I think few will deny that the legal profession should evolve and modernise its image and accessibility to better reflect the demands of clients in the 21^st century. It’ll be interesting to see how well this is received but this could well be a taste of things to come.

And regarding the name, QualitySolicitors, it’s certainly a ‘what it says on the tin’ approach, but I suppose those are often the best.