Image making

Law firms are going through what the marketing gurus describe as rebranding exercises, getting a few goatee-bearded and pony-tailed chaps in who run up a logo.

They then give that logo a run out in a brochure, featuring soft focus shots of attractive lawyers.

And there's the problem, a senior marketing bod at a top 20 City practice tells Obiter.

Does the practice opt for realism, using the firm's own lawyers, or employ models? The latter is the safer bet, says our expert, as in today's mobile profession, a firm could end up with an expensive brochure filled with arty shots of lawyers who end up working for competitors.