Hot on the heals of the Acritas survey of US law firm brands, recruiters Totum has conducted its own survey of legal brands around the world. Its survey is quite simple, yet very effective. It asked those in management roles what law firm, outside their own, do they most admire.
The results make interesting reading - and yes the big names all appear at or close to the top. But as Totum highlights, it is the legal innovators that are building some strong brands.
It will be interesting to watch this survey in coming years to see if the innovators stand the test of time.
The law firms that are most admired are those with the strongest brand presence in terms of public profile and differentiation from competitors. But those that are innovative, adopting new business/working methods in response to shifts in the legal sector, also score highly, suggesting that firms now tread a fine line between maintaining a solid brand reputation and embracing change.This is according to latest research from recruitment firm Totum, which surveyed law firm management professionals across a range of functions. Participants were asked to name one firm (other than their own) that they most admire together with their reasons why. Totum received 213 nominations, of which 63 different law firms were named and 346 separate reasons given.