Corporations, firms, universities, these collective bodies are like alien life-forms, bizarre entities that can fuse together into one, and then break apart into many. That was the case with Donelson Ciancio & Grant, a firm in Broomfield that after a series of mergers, decided they didn’t agree on how to market their unique practices. Therefore, the firm split into three niche firms, yet share the same office space and will work together as needed.
The new firms will include, Ciancio Ciancio Brown PC, a boutique litigation firm; Donelson & Stross PC, a business and transactional firm; and the Law Firm of Daniel T. Goodwin, a civil litigation and mediation firm.
Cynthia Ciancio, who is the founder of Ciancio Ciancio Brown, whose firm focuses on family law, talked of the difficulty of branding a name when the lawyers do different sorts of work:
“We want to narrow our brand and our focus,” she said, as The Law Week Colorado reported. “It’s really challenging to try to do that with transactional lawyers. A certain branding style for transaction doesn’t necessarily fit the litigation folks.”
“We felt it was getting harder and harder to market the niche that we are.”
What it came down to, ultimately, was advertising, a dispute that fissured them three ways.