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."
November 08, 2004 at 12:00 AM
1 minute read
The original version of this story was published on Law.Com
Powell Goldstein is not alone in its recent decision to shorten its name. As law firms grow larger, their names are getting shorter.
Most notable is New York City firm Skadden, Arps, Slate, Meagher & Flom, which shrank its name first to Skadden Arps and, now, to just Skadden. Like Skadden, many big firms want to establish a brand instead of basing their identity on the names of the lawyers who actually started the firms and are often long gone.
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