Friday, September 28th, 2018

The Firm Name

“What’s in a name? That which we call a rose by any other name would smell as sweet.” – William Shakespeare

I read an article in the news this morning about Macedonia’s upcoming vote on whether to change the country’s name. If you are a Macedonian, it is a very big deal.

Of course, to me, it brought to mind the name issue within CPA firms especially in this time of merger after merger.

Two things to remember:

  1. If you are in merger discussions with another firm – talk about the name issue early on in those discussions.
  2. Keep it short and simple.

Some firmsĀ have adopted names that do not even reflect a partner’s name, such as Apiro and Fluence.

Here’s some explanation about the Apiro name and here’s some insight about Fluence.

Recently, I heard about a firm that actually used six partners names. If your firm name is something like – Smith, Jones, Adams, Brown & Black – I bet your clients call you Smith Jones. Why not brand it?

  • "Experience is simply the name we give our mistakes."
  • Oscar Wilde

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