{"id":145196,"date":"2026-03-02T16:11:31","date_gmt":"2026-03-03T00:11:31","guid":{"rendered":"https:\/\/xira.com\/p\/2026\/03\/02\/what-happens-when-being-the-most-feared-firm-in-biglaw-becomes-a-branding-problem\/"},"modified":"2026-03-02T16:11:31","modified_gmt":"2026-03-03T00:11:31","slug":"what-happens-when-being-the-most-feared-firm-in-biglaw-becomes-a-branding-problem","status":"publish","type":"post","link":"https:\/\/xira.com\/p\/2026\/03\/02\/what-happens-when-being-the-most-feared-firm-in-biglaw-becomes-a-branding-problem\/","title":{"rendered":"What Happens When Being The \u2018Most Feared Firm\u2019 In Biglaw Becomes A Branding Problem?"},"content":{"rendered":"

Ed. note<\/u>: Welcome to our daily feature,\u00a0Quote of the Day<\/a>.<\/em><\/p>\n

Some of the feedback is that our aggressive persona puts certain clients off. It slightly bemuses me that you would go out and hire a litigation firm that\u2019s not regarded as aggressive. At the point of litigation, that\u2019s what you need. But it also depends on what you mean by aggressive.<\/strong><\/p>\n

\u2014\u00a0Richard East<\/a>, senior partner at Quinn Emanuel\u2019s London office, in comments given to Financial News<\/a>, concerning the firm\u2019s image in the marketplace. Quinn\u2019s \u201caggressive American litigation brand\u201d is reportedly scaring off certain UK clients, and the firm may be considering a rebrand across the pond, after spending four years leading the \u201cmost feared firm\u201d ranking<\/a>. East said, \u201cWe\u2019re just asking ourselves the question: is our branding, is our positioning, is it right? Who are the clients that we now need to attract to grow?\u201d<\/em><\/strong><\/p>\n

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Staci Zaretsky<\/a>\u00a0is the managing editor of Above the Law, where she\u2019s worked since 2011. She\u2019d love to hear from you, so please feel free to\u00a0email<\/a>\u00a0her with any tips, questions, comments, or critiques. You can follow her on\u00a0Bluesky<\/a>,\u00a0X\/Twitter<\/a>, and\u00a0Threads<\/a>,\u00a0or connect with her on\u00a0LinkedIn<\/a>.<\/em><\/strong><\/p>\n

The post What Happens When Being The \u2018Most Feared Firm\u2019 In Biglaw Becomes A Branding Problem?<\/a> appeared first on Above the Law<\/a>.<\/p>\n

Ed. note<\/u>: Welcome to our daily feature,\u00a0Quote of the Day<\/a>.<\/em><\/p>\n

Some of the feedback is that our aggressive persona puts certain clients off. It slightly bemuses me that you would go out and hire a litigation firm that\u2019s not regarded as aggressive. At the point of litigation, that\u2019s what you need. But it also depends on what you mean by aggressive.<\/strong><\/p>\n

\u2014\u00a0Richard East<\/a>, senior partner at Quinn Emanuel\u2019s London office, in comments given to Financial News<\/a>, concerning the firm\u2019s image in the marketplace. Quinn\u2019s \u201caggressive American litigation brand\u201d is reportedly scaring off certain UK clients, and the firm may be considering a rebrand across the pond, after spending four years leading the \u201cmost feared firm\u201d ranking<\/a>. East said, \u201cWe\u2019re just asking ourselves the question: is our branding, is our positioning, is it right? Who are the clients that we now need to attract to grow?\u201d<\/em><\/strong><\/p>\n

\n
\"\"
<\/figcaption><\/figure>\n

Staci Zaretsky<\/a>\u00a0is the managing editor of Above the Law, where she\u2019s worked since 2011. She\u2019d love to hear from you, so please feel free to\u00a0email<\/a>\u00a0her with any tips, questions, comments, or critiques. You can follow her on\u00a0Bluesky<\/a>,\u00a0X\/Twitter<\/a>, and\u00a0Threads<\/a>,\u00a0or connect with her on\u00a0LinkedIn<\/a>.<\/em><\/strong><\/p>\n

The post What Happens When Being The \u2018Most Feared Firm\u2019 In Biglaw Becomes A Branding Problem?<\/a> appeared first on Above the Law<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Ed. note: Welcome to our daily feature,\u00a0Quote of the Day. Some of the feedback is that our aggressive persona puts certain clients off. It slightly bemuses me that you would go out and hire a litigation firm that\u2019s not regarded as aggressive. At the point of litigation, that\u2019s what you need. But it also depends […]<\/p>\n","protected":false},"author":3,"featured_media":145197,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-145196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-above_the_law"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/xira.com\/p\/wp-content\/uploads\/2026\/03\/Staci-Zaretsky-fKr65U.jpg?fit=150%2C100&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/145196","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/comments?post=145196"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/145196\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media\/145197"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=145196"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=145196"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=145196"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}