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What does the law firm Mintz, Levin, Cohn, Ferris, Glovsky and Popeo have in common with Dunkin’ Donuts?

It’s not just that the two businesses have grown globally from their Boston roots since their founding in the first half of the 20th century. Within one week in September, they both announced they were truncating their names. Their new monikers—Mintz and Dunkin’—illustrate a growing trend toward brevity in branding that hasn’t spared the legal industry.

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Dan Packel

Dan Packel covers change and innovation in the legal services market, and writes a weekly briefing for Law.com, "The Law Firm Disrupted," on these subjects. He is based in Philadelphia. Contact him at [email protected] On Twitter at @packeld

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