I read with little surprise at the Law Society being voted strongest Business Superbrand in its sector, or at its overall 75th placing. The Law Society is an internationally recognised brand with an enviable heritage.

I have been left in doubt of this, as my firm continues to ride a promotion wave following our Excellence Award shortlisting in 2008 and Excellence Award Win in 2009. In the eyes of consumers, this credit from the Law Society is as good as a personal recommendation from the president.

The Law Society must now act on this. The practice management standard, Lexcel, needs a rebrand. Clients and stakeholders alike do not know what Lexcel is, or what it represents. If it were the ‘Law Society Quality mark’ or of a similar vein, consumers would be left in no doubt as to what it represents, and it would give Lexcel-accredited firms the true promotional advantage that they deserve.

Rick Barrow, Marketing manager, Jackson Barrett & Gass, Wilmslow