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. Indianapolis employers harassment among minorities AFRICAN Americans needs to be discussed the metro Indianapolis area is horrible when it comes to harassing African American employees especially in the local healthcare facilities. Racially profiling in the workplace is an major issue. Please make it better because I'm many civil rights leaders would come here and justify that Indiana is a state the WORKS only applies to Caucasian Americans especially in Hamilton county. Indiana targets African Americans in the workplace so when governor pence is trying to convince people to vote for him this would be awesome publicity for the Presidency Elections.

  2. Wishing Mary Willis only God's best, and superhuman strength, as she attempts to right a ship that too often strays far off course. May she never suffer this personal affect, as some do who attempt to change a broken system: https://www.youtube.com/watch?v=QojajMsd2nE

  3. Indiana's seatbelt law is not punishable as a crime. It is an infraction. Apparently some of our Circuit judges have deemed settled law inapplicable if it fails to fit their litmus test of political correctness. Extrapolating to redefine terms of behavior in a violation of immigration law to the entire body of criminal law leaves a smorgasbord of opportunity for judicial mischief.

  4. I wonder if $10 diversions for failure to wear seat belts are considered moral turpitude in federal immigration law like they are under Indiana law? Anyone know?

  5. What a fine article, thank you! I can testify firsthand and by detailed legal reports (at end of this note) as to the dire consequences of rejecting this truth from the fine article above: "The inclusion and expansion of this right [to jury] in Indiana’s Constitution is a clear reflection of our state’s intention to emphasize the importance of every Hoosier’s right to make their case in front of a jury of their peers." Over $20? Every Hoosier? Well then how about when your very vocation is on the line? How about instead of a jury of peers, one faces a bevy of political appointees, mini-czars, who care less about due process of the law than the real czars did? Instead of trial by jury, trial by ideological ordeal run by Orwellian agents? Well that is built into more than a few administrative law committees of the Ind S.Ct., and it is now being weaponized, as is revealed in articles posted at this ezine, to root out post moderns heresies like refusal to stand and pledge allegiance to all things politically correct. My career was burned at the stake for not so saluting, but I think I was just one of the early logs. Due, at least in part, to the removal of the jury from bar admission and bar discipline cases, many more fires will soon be lit. Perhaps one awaits you, dear heretic? Oh, at that Ind. article 12 plank about a remedy at law for every damage done ... ah, well, the founders evidently meant only for those damages done not by the government itself, rabid statists that they were. (Yes, that was sarcasm.) My written reports available here: Denied petition for cert (this time around): http://tinyurl.com/zdmawmw Denied petition for cert (from the 2009 denial and five year banishment): http://tinyurl.com/zcypybh Related, not written by me: Amicus brief: http://tinyurl.com/hvh7qgp

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