Rebranding after a merger is harder than firms imagine

I read with great interest your August 2016 cover story, “Meeting the right match,” regarding all the merger activity in Chicago; I’d estimate that well over 100 (!) regional and national law firms have moved into Chicago since the 1980s. I’d also suggest that of that 100, barely five of them have any measurable name recognition within the Chicago business community and less than 10 …