With the current trend towards cutting costs, FSTE 100 firms are looking to reduce their legal costs. A recent Legal Week article cites some good tips on how law firms can combat the price crunch to add value.

The most important out of 12 criteria? “Understanding the client’s legal requirements in a commercial context.” Unfortunately, when clients grade their firms, this ranks 7th, emphasizing the need for law firms to understand their client’s business.

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Client Service

Apparently, the Florida Bar Association, known for its strict advertising rules has gone after some lawyers for their advertising. According to ReedSmith’s Adlaw newsletter:

The Bar is set to try a case in court against a Ft. Lauderdale personal injury firm, Pape & Chandler, P.A., for its use of a pit bull wearing a spiked collar and the number 1-800-PIT-BULL in television and print ads. The Bar determined the ads violate Supreme Court rules because the image of a pit bull is not informational and therefore not objectively relevant, but it is manipulative because it appeals to the emotions of consumers, the lawyer prosecuting the case told the Miami Daily Business Review.

Pape & Chandler, a personal injury firm that has developed a focus on representing clients injured in motorcycle accidents, continues to use the pit bull image in ads, firm marketing materials, and merchandise such as t-shirts and baseball caps, which it sells to the public.

Name partner John Pape wrote in a letter to the Bar that the firm selected the pit bull terrier because it represents strength, tenacity and loyalty - characteristics that he’d like the public to associate with his firm.

It will be interesting to see how this plays out. While I haven’t seen the ads & therefore can’t comment on their use of the pit bull, it is interesting to note that much of “branding” revolves around emotional appeal. It seems that if the Florida bar decision stands, marketing a firm in Florida will become quite difficult.

» Read Article: Florida Bar Cracks Down On Lawyer Advertising

Advertising, Regulations