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Legal Marketing

Thelen: The First ‘E’ Is Long. The Firm Name Is Not.

Posted Oct 17, 2007 8:08 AM CDT
By Debra Cassens Weiss

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Thelen Reid Brown Raysman & Steiner is shortening its name in marketing materials and introducing a new logo.

The firm will go by the name “Thelen” for “branding” purposes, according to a press release. “Moving to a shorter brand name creates an identity that is more recognizable and memorable in the marketplace,” the firm explains.

Thelen will also be emphasizing the correct pronunciation of its name—the “e” is long in the first syllable, so it rhymes with “wheelin.’ ”

Law firm branding is a trendy marketing concept. Many firms have shortened their names and even come up with catchy tagline. Some examples:

--Dickstein Shapiro … Experience. Innovation.

--Howrey … The advantage of focus.

--Venable … Value added. Values driven.

--Squire Sanders … Legal counsel worldwide.

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