Russell Jones & Walker
RJW to modernise its image
Modernising a law firm brand due to merges can prove risky, law firms have built their brands up over the years and a merge can have a negative impact on existing clients and partners.
Russell Jones & Walker is currently dealing with brand issues due to its merge with Australian law firm Slater and Gordon Lawyers. The new brand 'RJW (part of Slater & Gordon Lawyers)' has not gone unnoticed that it is a bit of a mouthful.
A television advertising campaign is in development, management are confused how to tackle this issue and launch the new brand without damaging or offending their current client base. The simplest option would be to shorten Russell Jones & Walker to JLW but this could offend their powerful client base.
This leaves Russell Jones & Walker with a problem, they want to expand further by using their new brand but not at the cost of their current client base.