What is it with US law firms and their names? Unlike European firms, which favour short, snappy monikers (who could forget Ashurst Morris Crisp’s stroke of marketing genius when it changed its title to the simple ‘Ashurst’ – no ‘s’, thank you), US firms like to display as many names as is humanly possible on their letterheads – perhaps as part of their national obsession with things being bigger over there.
A case in point is the new merger between Wilmer Cutler & Pickering and Hale and Dorr. Instead of using the opportunity to lop a few names off the title, the combined entity will now be known as Wilmer Cutler Pickering Hale and Dorr.
Still, it’s not as bad as some. There’s a South Florida firm that calls itself Krupnick Campbell Malone Buser Slama Hancock McNelis Lieberman & McKee. You’ve got to have pity for the poor receptionist who has to reel that one out every time a phone rings. Things could be worse, though – although it’s a short name, being a receptionist at the firm Moon Beever must be a laugh a minute.