In the process of thinking about how my partner and I will be branding our own firm, I got the kooky idea of setting up a subsidiary or affiliate entity purely for the purpose of branding and marketing non-overlapping practice areas. That is, instead of marketing one firm as "full service," we would have two entities with branding and marketing targeted to different client bases (e.g., one firm for consumers, another for businesses). Maybe it could even be as simple as setting up two different DBAs?
Apparently this is still a novel idea in the legal world. I can't think of any reason why this couldn't happen. Anyone have any thoughts on why it should or shouldn't?
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