Sunday, 2 August 2015

International Academy of Matrimonial Lawyers to become the International Academy of Family Lawyers

Context is everything, as they say. What might be a perfectly acceptable use of English in one part of the world could in another part be screamingly funny, because of local colloquial language.

The same applies to businesses.

I discovered that this week, when I received a letter from International Academy of Matrimonial Lawyers President, William Longrigg, that the Academy is changing its name from the outdated International Academy of Matrimonial Lawyers to the more modern International Academy of Family Lawyers. An overdue and welcome change. I am proud to be a Fellow of the Academy, the most prestigious group of family lawyers in the world, and I am pleased that its name is changing with the times.

But to get to this point, of possibly changing the name,  the Board of the Academy decided to engage a brand consultancy, which was- wait for it-  Red Rooster Group, not Red Rooster in Australia, the national fast food chicken chain

It was one of those letters I had to read twice, wondering whether I had read it correctly. I had indeed!

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