Phew! Eduardo Reyes also thinks that 'some of the law firm franchise labels people have come up with sound so silly'. I have been thinking along the same lines for a while.

With all the talk of "brands" emerging within the legal profession, I wonder whether any of the new entrants (Quality, High Street Lawyers, Lawyers2You) have actually consulted a brand consultant?

These names remind me of the early days of the dotcom boom when everyone though that they could create an online brand by adding .com to the end of anything.

Consider if some the nation's most valuable brands had taken a similar approach. Would we have Groceries2you from Tesco? Booksinthepost.com from Amazon? Excellent chocolate from Green & Blacks?

Keystone Law used to be called Lawyers Direct, but rebranded - I know which name sounds more professional and reputable to me.

A firm’s name is only a part of the brand. The client/customer experience, in terms of its differentiation and consistency is a vital element. We all know to expect a different type of service when we fly Virgin compared to Ryanair, or stay in a Travelodge or a Hotel du Vin. The differences are about more than just price. Simply changing a name and corporate colours is not enough to create a brand.

I have a particular interest in ‘client service’ and know how hard it is to achieve any level of consistency amongst a group of highly independent individuals who guard their freedom fiercely. I watch with interest to see whether any of these "brands" are prepared to invest as much in developing service standards and performance as they are in the brand.

Sue Bramall is director of Berners Marketing