Naming merged law firms is becoming less about egos and more about branding. Law firm leaders are becoming savvy marketers, trading in lengthy lists of deceased partners for succinct names that roll off the tongue and are easy to remember. "Prudent law firm leaders focus on the long-term resonance of a brand," says K&L Gates Chairman Peter Kalis, whose firm reserves its full name, Kirkpatrick and Lockhart Preston Gates Ellis, for the fine print. "A brand sticks with you -- it's like a tattoo."
August 13, 2007 at 12:00 AM
1 minute read
The original version of this story was published on Law.com
Peter Kalis was sitting with three other leaders of Preston Gates & Ellis and Kirkpatrick & Lockhart Nicholson Graham over lunch when they had a flash of inspiration: Their merged firm would be called K&L Gates.
“It was a bathtub moment,” said Kalis, now the chairman of the firm. “Everyone chimed in. It rang clear as a bell.”
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