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Locke Lord Is Latest Law Firm to Shorten Multi-Partner Name

Posted Sep 27, 2011 12:14 PM CDT
By Martha Neil

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Clients already were referring to Locke Lord Bissell & Liddell as simply Locke Lord.

So the 650-attorney Texas-based law firm decided to do the same. Having a shorter law firm name is also a branding and marketing plus, Locke Lord says in a press release today announcing the new moniker.

“Our clients know us as Locke Lord, so we see this move as a strategic, practical adjustment to maximize our brand recognition and position in the global marketplace,” says Jerry Clements, who chairs the firm, in the release. “Changing to Locke Lord allows us to leverage the equity and good reputation of the firm and simplify at the same time.”

The former firm name was minted in 2007 via the merger of Locke Liddell & Sapp with Chicago-based Lord, Bissell & Brook, notes the Houston Business Journal.

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