A study of 50 global business managers found that they were persuaded by made-up advertising and branding of fictitious American law firms over real ones including: Baker & McKenzie, Skaddens and DLA Piper.

In such a competitive market as the law (across the spectrum and not just for corporate lawyers), this research highlights the importance of creating a clear message, that speaks to your audiences and really does differentiate yourselves from your competitors.  

All too often in the market you find firms who distinguish themselves with the same USPs, such as 'partner led-service', 'expertise' and 'commercial acumen', which most clients expect as standard and are not considered unique.  

Maybe this research will encourage firms to start looking at their branding more closely.