What’s in a name?

December 17, 2008
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After reading the comments on our last post, I wanted to expound on my previous post on law firm name changes.

Firm names evolve with the addition or departure of partners. That’s the nature of the business. It’s when we lose a firm name completely to an outside firm that it alters the way I perceive the firm. Again, I know that with these mergers, the attorneys and staff are pretty much remaining the same and it’s just a minor change.

But names can have a lot of power over people’s perceptions; think how long some parents agonize over the “perfect” name for their child, aiming for one that is tease-proof or unique. When a firm has built a reputation in the community, name recognition can be a great marketing tool. That name recognition is gone the instant an Indiana firm merges with an out-of-state firm.

It’s as if these renamed firms have to start over to recapture that recognition by the general public. Someone who has lived in Indiana a long time or knows a little about the legal community would recognize “Ice Miler” or “Locke Reynolds,” but they might not be familiar with “Frost Brown Todd” or “Taft Stettinius & Hollister.”

As I touched upon in my last post, it may just be a matter of time before these new names can be recalled by the general public, and me, as an Indiana firm. After all, I’m sure it took some in the legal community a while to get used to saying Ice Miller instead of its previous longer name. These out-of-state named firms will have to continue being active both in the legal and general communities, letting people know who they are.

As always, I appreciate your comments and encourage you to keep the dialogue going about this topic and other topics, or anything else you think is worth mentioning here in First Impressions.
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  • Name change marketing and acceptance is extremely important.
    Shortening of a name such as Ice Miller is a different topic than a complete name change. The community and Ice Miller\'s client base had likely already changed the name of the firm on their own. That is a common trend. In some cases, firm names have become so long that people can\'t be expected to remember them, much less get the order of names correct. They take the easiest path and shorten the name themselves, therefore the shortened name Ice Miller was already being widely used prior to its formal change.

    Merging with another firm is a different story, and requires a great deal of strategy and planning prior to its announcement. It is always important to put yourself in the shoes of the public, meaning clients, potential clients and referral sources, as well as those we interract with every day. Try to imagine what it will take for them to get used to this name. What do we need to do to make this name change so easy and so common that the transition is seamless?

    It typically takes a multi-step plan to be successful. I could go in to every step necessary, but it depends on the firm\'s current position in the minds of their audiences to find the correct strategy. I can tell you that it starts with making sure your internal clients, meaning staff and attorneys, are fully informed and comfortable with the meaning of the name change and the new name long before it is introduced to the public. It is also important to approach clients on a one-to-one basis to let them know what is being considered. Bring them in to the process. Build equity in your new name by sharing your news as much as possible. When it\'s time for the change, your internal and external audiences can help speak on your behalf to sell and explain the name change. Who couldn\'t use that many brand advocates on the streets when making such an important change? We all can.

    When announcing and reinforcing the name change, announce it widely and often. Don\'t stop after the first month or two as you haven\'t gone far enough to help your audiences memorize the change, much less what that change should stand for in their minds.

    It might help to remember this: Just when you think they are getting sick of hearing your message, whether that message is a name change or any other, your target audiences are barely beginning to pay attention to it. You become tired of hearing it because you\'ve been dealing with it for months, and sometimes years, and have been thinking about it internally 24 hours a day, but they have many hundreds and sometimes thousands of messages they have to filter through their minds every day. Give your message a fighting chance by making your way through the clutter in their minds.

    Spend time creating a thorough strategy for this, and every other, message you have to share. Yes, it\'s that important or you wouldn\'t be making it in the first place.

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  1. OK, take notice. Those wondering just how corrupt the Indiana system is can see the picture in this post. Attorney Donald James did not criticize any judges, he merely, it would seem, caused some clients to file against him and then ignored his own defense. James thus disrespected the system via ignoring all and was also ordered to reimburse the commission $525.88 for the costs of prosecuting the first case against him. Yes, nearly $526 for all the costs, the state having proved it all. Ouch, right? Now consider whistleblower and constitutionalist and citizen journalist Paul Ogden who criticized a judge, defended himself in such a professional fashion as to have half the case against him thrown out by the ISC and was then handed a career ending $10,000 bill as "half the costs" of the state crucifying him. http://www.theindianalawyer.com/ogden-quitting-law-citing-high-disciplinary-fine/PARAMS/article/35323 THE TAKEAWAY MESSAGE for any who have ears to hear ... resist Star Chamber and pay with your career ... welcome to the Indiana system of (cough) justice.

  2. GMA Ranger, I, too, was warned against posting on how the Ind govt was attempting to destroy me professionally, and visit great costs and even destitution upon my family through their processing. No doubt the discussion in Indy today is likely how to ban me from this site (I expect I soon will be), just as they have banned me from emailing them at the BLE and Office of Bar Admission and ADA coordinator -- or, if that fails, whether they can file a complaint against my Kansas or SCOTUS law license for telling just how they operate and offering all of my files over the past decade to any of good will. The elitist insiders running the Hoosier social control mechanisms realize that knowledge and a unified response will be the end of their unjust reign. They fear exposure and accountability. I was banned for life from the Indiana bar for questioning government processing, that is, for being a whistleblower. Hoosier whistleblowers suffer much. I have no doubt, Gma Ranger, of what you report. They fear us, but realize as long as they keep us in fear of them, they can control us. Kinda like the kids' show Ants. Tyrannical governments the world over are being shaken by empowered citizens. Hoosiers dealing with The Capitol are often dealing with tyranny. Time to rise up: https://www.theguardian.com/technology/2017/jan/17/governments-struggling-to-retain-trust-of-citizens-global-survey-finds Back to the Founders! MAGA!

  3. Science is showing us the root of addiction is the lack of connection (with people). Criminalizing people who are lonely is a gross misinterpretation of what data is revealing and the approach we must take to combat mental health. Harsher crimes from drug dealers? where there is a demand there is a market, so make it legal and encourage these citizens to be functioning members of a society with competitive market opportunities. Legalize are "drugs" and quit wasting tax payer dollars on frivolous incarceration. The system is destroying lives and doing it in the name of privatized profits. To demonize loneliness and destroy lives in the land of opportunity is not freedom.

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