More on Law Firm Merger Name Games

Lisa Van Der Pool of the Boston Business Journal adds to the discussion of law firm naming and branding with this article in the January 11-17, 2008 issue: The legal name game. Says the article, “brand awareness is a top concern for any company going through a merger, but for law firms that merge, coming up with an acceptable moniker can be particularly tricky.”

It reveals some of the thinking and ego-checking that went on behind the scenes in the naming of WilmerHale and K&L Gates — two law firms using short “street” names for branding purposes, while retaining the longer, official name. The outcome is evidence that marketers are making headway in the area of traditionally difficult-to-brand and multiple name law firm entities. Witness:

K&L Gates for Kirpatrick & Lockhart Preston Gates Ellis LLP
WilmerHale for Wilmer Cutler Pickering Hale and Dorr LLP

See previous posts/articles on this topic:

Name Games Loom Large in Mergers
LOL! Law Firm Names

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