Above the Law has a post (with a picture) of an advertisement in a Minnesota airport where a law firm markets itself mimicking a nutritional ingredients label.
This law firm has apparently coined a new term to describe itself: an “expertique.” Above the Law says this increases their “Obnoxious Lawyer Schtick” content from 0% to 15%.
I hate to attack anyone for going outside of the box in legal marketing. Outside the box can be a great thing. Every innovator when outside of the box. But it is important to keep in mind: they made the box for a reason. When you jump out of it, do so with great care.