Brenda Sapino Jeffreys recently reported for the Texas Lawyer about Outside CLO, the virtual law firm of Amy Osteen. The State Bar of Texas Advertising Review Board sent Osteen notice that Outside CLO is considered a trade name and not permissible under current ethics rules. The State Bar of Texas Board of Directors is currently reviewing a proposal that would allow law firms to operate under trade names.

Gina spoke about the advantage that trade names provide for legal marketing: “For niche practices, there’s an absolute advantage.” She also noted that trade names can be beneficial for firms that have a limited practice or that serve a particular industry.

Read the full article here: https://www.law.com/texaslawyer/2020/05/12/whats-in-a-name-niche-practices-benefit-most-from-nontraditional-law-firm-brands/