Ed. note: Welcome to our daily feature, Quote of the Day.
People in the U.K. may continue to refer to it as Ashurst, but I think in the U.S., unfortunately for the double brand, it will be known as Perkins, which is what happens when these large law firms come together. There are very few (firms) that have managed to keep the double name. Increasingly, firms are known by a single name. Skadden, Cravath, Pillsbury… It’s just hard to maintain the double branding.
— Allan Ripp, a media strategist for law firms and principal at Ripp Media, in comments given to the American Lawyer, concerning the name Ashurst Perkins Coie will be known by once its merger is complete. “[T]here’s always a dominant firm in a merger, despite what they tell you,” Ripp continued, adding, “The dominant name in this case comes from behind out of strength, not weakness.” He went on, suggesting that if Perkins Coie’s name had come first, “Ashurst [could] be at risk of being dropped by those referencing the combined firm.”
Staci Zaretsky is the managing editor of Above the Law, where she’s worked since 2011. She’d love to hear from you, so please feel free to email her with any tips, questions, comments, or critiques. You can follow her on Bluesky, X/Twitter, and Threads, or connect with her on LinkedIn.