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."
November 10, 2006 at 12:00 AM
1 minute read
The original version of this story was published on Law.Com
Maybe you’ve heard about the big “O” — the green one that’s as dear to Orrick, Herrington & Sutcliffe as the swoosh is to Nike.
When Orrick announced a merger with Dewey Ballantine, the New York-based firm got to lead the new name — Dewey Orrick — but the firm kept the big green O that is widely identified with the San Francisco firm.
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