jordanfurlong + mergers + brands   1

Branding, skillful mergers the keys to Big Law success | Julius Melnitzer - The Lawyer's Daily
In 2013, the Index named Norton Rose (now Norton Rose Fulbright) as the Canadian brand most favoured by influential companies from Canada and around the world, displacing Blake, Cassels & Graydon, the premier brand in 2012, the first year of the index. The index’s authors noted that Norton Rose’s placement translated into “improved brand consideration for premium work and overall usage.” The doomsayers seemed to have got it right. Norton Rose, a global firm, had became Canada’s top brand within two years of having absorbed Canadian icons Ogilvy Renault LLP and Macleod Dixon LLP.

The fact that standalone Canadian firms made up the rest of the top 15 in 2013, on the other hand, foretold nothing at all: after all, there were no other global firms on the domestic landscape then. What is telling, however, is that by the time the 2017 index was released, Norton Rose had slipped into a fourth-place tie, down from third in 2016, first in 2015, and second in 2014.

The other global firm around long enough in Canada to make an impression is Dentons. It merged with Fraser Milner Casgrain LLP in 2013. By 2015, it was in 10th place on the Acritas Index, holding the position in 2016 and moving up to ninth this year. Let’s put that in perspective: in 2012, before Norton Rose’s arrival really had a chance to take effect, Blakes was number one. In 2013, Norton Rose displaced the homegrown firm, gave it back to Blakes again in 2014, and itself returned to the top spot in 2015.

For the last two years, however, Blakes has taken the honours, doing so in 2017 by the widest margin ever. As well, the only time Blakes finished worse than second was in 2013, when it placed third, yielding second place to McCarthy Tétrault LLP. Meanwhile, Norton Rose fell to third in 2016 and by 2017, it was still falling, in a fourth place tie with Fasken Martineau and behind Stikeman Elliott LLP in third spot and McCarthyTétrault in second.
mergers  brands 
september 2017 by JordanFurlong

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