For Firms' Names, Size Matters

The trend toward shorter firm names is becoming increasingly common, according to an expert in law firm branding. Truncating long-established names can cause moniker confusion, but studies show that "people can only remember three or four syllables -- not three or four names," says Burkey Belser. Another challenge: balancing short, easily memorized firm names against the diplomatic risks of axing partner mentions. Says Belser: "It's a situation that calls for considerable political finesse."

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