When Orrick announced a merger with Dewey Ballantine, the latter firm got to lead the new name -- Dewey Orrick -- but the new firm kept Orrick's big green O. Creating a brand name is a challenge for firms that must create post-merger identities or that are stepping into larger arenas for the first time. "As you step up to play in the big leagues, you have to grow beyond the regional image," says consultant Carl Whitaker. "You have to be very aggressive about getting the word out about the new combination."
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The Recorder
November 10, 2006
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