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.
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