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I was publicly sceptical about this right at the beginning, because the very idea of trying to build a national legal brand out of nothing wasn't a great one and trying to do it in legal, with a plethora of different management styles, firm's cultures etc was a massive ask.

Firms like Excellolaw, where at least the admin and/or procedures come from the centre, might do it, or firms that build on what is already there.

Personally, I am struggling to see where the consumer of legal services would see the intrinsic value of a brand. Trying to pass the the brand idea from products to services has been a very expensive mistake for many firms, because unless they have significant differentiation, they won't add brand value and differentiation is the hardest thing of all for professional firms.