Shakespeare seldom waxed poetic about the legal industry, but the question of “what’s in a name” does appear to be of particular relevance to that sector right now. Companies that have traditionally been known as alternative legal service providers (ALSPs) may be ditching that nomenclature in favor of terms like “law company,” “new law,” or something else that sounds a little more mainstream.

The “new law” label in particular may already be picking up steam, with PR and crisis communications firm Baretz+Brunelle recently launching a “new law” practice geared toward advising law firms and ALSPs on how to “evolve and thrive in the transforming legal industry.” But forsaking the well-engrained “ALSP” label may be a tricky move for companies looking to better position themselves inside the market. What it will likely come down to is a question of substance over style.

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