Sutherland Asbill Latest Firm to Take Cue From Rock Stars, Shorten Name
The latest law firm to shorten its name is Atlanta-based Sutherland Asbill & Brennan.
The firm is now called Sutherland, the Houston Chronicle reports. It is rebranding itself with the shortened name, in the same manner as Cher, Madonna and Prince, the newspaper says. Or, in the law firm world, it is following in the footsteps of Skadden, Howrey, Dechert, Orrick, Pillsbury and Winstead.
“When a law firm brands itself, it’s generally fantastic for the person answering the phone, hard on the tech team and really rough on the legacy of the usually-dead partners whose names go out of use,” the story says.
Sutherland marketing director Jennifer Davis told the newspaper the new name is on mugs, napkins and exhibit banners, among other things. The day of the name rollout, lawyers arrived at work to find gift baskets on their desks with a water bottle sporting the firm’s name and a book of the firm’s history.
Corinne Cooper, a former member of the ABA Journal Board of Editors who helps law firms in their branding efforts, told the newspaper she likes firm names that are descriptive, such as “The Real Property Law Group” in Seattle.
She said some lawyers resist branding efforts, but successful lawyers do not. “Many lawyers who have strategically managed law firms into large successful businesses are smart enough to know that what helps the firm success is what matters. They worry not about egos, but about what works.”
