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. What is the one thing the Hoosier legal status quo hates more than a whistleblower? A lawyer whistleblower taking on the system man to man. That must never be rewarded, must always, always, always be punished, lest the whole rotten tree be felled.

  2. I want to post this to keep this tread alive and hope more of David's former clients might come forward. In my case, this coward of a man represented me from June 2014 for a couple of months before I fired him. I knew something was wrong when he blatantly lied about what he had advised me in my contentious and unfortunate divorce trial. His impact on the proceedings cast a very long shadow and continues to impact me after a lengthy 19 month divorce. I would join a class action suit.

  3. The dispute in LB Indiana regarding lake front property rights is typical of most beach communities along our Great Lakes. Simply put, communication to non owners when visiting the lakefront would be beneficial. The Great Lakes are designated navigational waters (including shorelines). The high-water mark signifies the area one is able to navigate. This means you can walk, run, skip, etc. along the shores. You can't however loiter, camp, sunbath in front of someones property. Informational signs may be helpful to owners and visitors. Our Great Lakes are a treasure that should be enjoyed by all. PS We should all be concerned that the Long Beach, Indiana community is on septic systems.

  4. Dear Fan, let me help you correct the title to your post. "ACLU is [Left] most of the time" will render it accurate. Just google it if you doubt that I am, err, "right" about this: "By the mid-1930s, Roger Nash Baldwin had carved out a well-established reputation as America’s foremost civil libertarian. He was, at the same time, one of the nation’s leading figures in left-of-center circles. Founder and long time director of the American Civil Liberties Union, Baldwin was a firm Popular Fronter who believed that forces on the left side of the political spectrum should unite to ward off the threat posed by right-wing aggressors and to advance progressive causes. Baldwin’s expansive civil liberties perspective, coupled with his determined belief in the need for sweeping socioeconomic change, sometimes resulted in contradictory and controversial pronouncements. That made him something of a lightning rod for those who painted the ACLU with a red brush." http://www.harvardsquarelibrary.org/biographies/roger-baldwin-2/ "[George Soros underwrites the ACLU' which It supports open borders, has rushed to the defense of suspected terrorists and their abettors, and appointed former New Left terrorist Bernardine Dohrn to its Advisory Board." http://www.discoverthenetworks.org/viewSubCategory.asp?id=1237 "The creation of non-profit law firms ushered in an era of progressive public interest firms modeled after already established like the National Association for the Advancement of Colored People ("NAACP") and the American Civil Liberties Union ("ACLU") to advance progressive causes from the environmental protection to consumer advocacy." https://en.wikipedia.org/wiki/Cause_lawyering

  5. Mr. Foltz: Your comment that the ACLU is "one of the most wicked and evil organizations in existence today" clearly shows you have no real understanding of what the ACLU does for Americans. The fact that the state is paying out so much in legal fees to the ACLU is clear evidence the ACLU is doing something right, defending all of us from laws that are unconstitutional. The ACLU is the single largest advocacy group for the US Constitution. Every single citizen of the United States owes some level of debt to the ACLU for defending our rights.

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