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CCCA_V7No3_UpholdingBrand-FIN_CCCA 13-09-23 4:18 PM Page 30 Feature said Des Rosiers, stressing that law schools can’t do it all by themselves. “We need to cooperate. There needs to be coordination of costs — law schools cannot shoulder the costs of all of this.” Above all, Innes says, “it’s important that in-house counsel never lose sight of themselves as lawyers. And by remaining true to their “non- negotiables,” lawyers help reinforce their brand – which is not a dirty word, says McGee. “The key aspects of a lawyer’s brand are the things that regulators bring to the table so the public can have confidence in that group,” says McGee. “It goes to the point that a stable, reliable, transparent regulator is important to the brand.” Public confidence is not the same as client satisfaction, he says — though he notes that while some polls put lawyers and journalists fair- ly far down on the trustworthiness scale in general, survey respondents tend to express confidence in their own lawyers. “The challenge for regulators going forward, and it is one of the key strategic objectives of the Law Society of British Columbia, is to enhance public confidence in the administration of justice,” he said. “There is no silver bullet in this space. Everybody has a role to play in access and confidence and that’s particularly true when we look at all the changes coming.” Kim Covert is a writer and editor in CBA’s Communications Department. Grant Borbridge, CCCA chair WE CAN HANDLE ANY PITCH. LITIGATIONBOUTIQUE.COM WOODS LLP LITIGATION . ARBITRATION . CLASS ACTION 2000 MGILL COLLEGE AVE. SUITE 1700 MONTREAL, QUEBEC H3A 3H3 T. 5149824545 30 CCCA Canadian Corporate Counsel Association FALL 2013