There’s more to a brand than just a name. Andrew Sawers looks at why the branding of law firms has to go hand-in-hand with both the business strategy and the client experience

There is an old cartoon in which a client sits in the offices of Bastard, Bastard, Bastard, Smith & Bastard, and he says to the lawyer: “No offence, Mr Smith, but I’d rather have one of your partners handle my lawsuit.”