The recent merger between Ashurst and Perkins Coie has sparked discussions within the legal community about the future brand identity of the combined entity. While both firms present this union as a “combination of equals,” challenges remain over how to present a unified front, particularly in terms of branding.
Allen Ripp, a noted law firm media strategist, suggests that despite the merger’s intention to bring about equivalency, geographical realities may dictate branding outcomes. In the UK, the name Ashurst is expected to maintain prominence, whereas in the US, the Perkins Coie brand might take precedence. This divergence is a typical result of transatlantic mergers where each firm holds distinct regional reputations and client bases. More on this analysis can be found here.
Historically, such mergers in the legal industry pose significant branding questions. For instance, past combinations like that of the UK’s Clifford Chance and the US’s Rogers & Wells in 2000 saw Clifford Chance emerge as the dominant name despite efforts to highlight the American partner. The challenge lies in creating a cohesive brand that can leverage the strengths of both names while minimizing client confusion.
This isn’t merely an issue of corporate identity. The brand under which lawyers practice can influence client retention and recruitment as well as affect internal culture. Clients, especially international corporations, often favor firms with strong, recognizable brands that reassure them of consistent service and expertise across borders.
To navigate these waters, firms typically conduct extensive internal studies and client polling to determine the most effective brand strategy. They may also look at competitor approaches, as seen in the successful branding exercises of other international mergers in the legal sector.
The stakes are high. Law firms like Ashurst and Perkins Coie are not just competing for clients but for talent. A unified brand that commands respect and recognition on both sides of the Atlantic could considerably influence recruitment, particularly among new graduates keen to join a firm with a strong international presence.
Ultimately, how Ashurst and Perkins Coie balance this delicate branding act could become a case study in transatlantic law firm mergers, guiding future combinations in an ever-globalizing legal market.