What's in a Name? Less

For more than a century, it was one of the plums offered to partners at big law firms. But lawyers in South Florida can no longer expect their last name to become part of a law firm moniker, living on forever in signs, letterhead and pleadings. That's because law firms have become more marketing-savvy and have realized the public can't remember six or seven names. The result? A sacrifice of syllables ... and egos.

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