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Name Games Loom Large in Mergers
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."