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"Firms like Excellolaw, where at least the admin and/or procedures come from the centre, might do it ..."

Not with a name like that they won't!

I suspect one of the main problems for QS was that stupid name. If you have to be constantly reminded that the firm is a `quality' firm the implication is that you wouldn't otherwise have realised.

From my own experience and anecdotally it's ironic that some of the worst firms to deal with have adopted this brand. I suspect that many of them were poor quality / failing firms that had no confidence in their own identity and mistakenly believed that salvation lay in an external brand to try and give them some credibility.