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Building a brand won't buy you a reputation

Competing solely on price is not 
sustainable, says Paul Bennett

10 December 2013

The failure of law firms like Challinors and Blakemores has thrown the West Midlands legal profession into the spotlight.

As lawyers, we can learn much from other sectors of the local economy, which has changed beyond recognition over the last half century. Traditional high street stores have struggled to compete against the convenience and cost of supermarket shopping and, more recently, internet shopping.

Yet those same supermarkets build an understanding of our buying patterns and lifestyles through loyalty schemes. At my firm, knowledge of our clients is just as important as our knowledge of the law. A deeper understanding of clients enables us to deliver a proactive rather than reactive service.

Where we enjoy the right kind of relationship, we are more likely to fill the role of trusted adviser, and with that level of trust we enjoy client lo...

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