Stinson Mag & Fizzell and Morrison & Hecker had hammered out all the details of their merger except one: what to call the new firm. The firms had agreed to limit the new moniker to three founders, but which two and in what order? So they decided to flip a coin. It's a pretty safe bet that Stinson Morrison Hecker is the only post-merger law firm name to be chosen by coin toss. But short of a round of rock, paper, sissors among shareholders, what variables should a firm consider in defining a new identity?
Law Firm Management
What's in a name?
March 30, 2005
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