Media | Article
Straight talking Middletons re-defines its brand
Thursday 1 February 2007
Leading national law firm Middletons has re-defined its brand with a bold statement. "Straight talking is not a statement that is usually top of mind for clients when describing lawyers," Middletons' managing partner Nick Nichola said.
"However, that is precisely what our clients said they valued most about Middletons when they were surveyed.
"We started the process of reviewing our brand some 12 months ago. While internally we all had a view of how best to describe Middletons, part of the process was to understand what out clients valued. So we asked them.
"We heard the usual statements such as technically excellent, quality lawyers, commercially oriented, breadth of expertise and the like, but we also heard some statements we didn't expect. Consistently, clients valued our 'down to earth' approach, our focus on delivering excellent client service and our willingness to 'get off the fence' and advise them as to the best commercial solution.
"These statements were eventually encapsulated by the phrase 'straight talking'.
