Ashurst and Perkins Coie Claim a 'Combination of Equals.' But for Branding, One Name Must Come First

“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,” said law firm media strategist Allen Ripp.