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For PI firm, short is sweet

Minnesota Lawyer, by Dan HeilmanSeptember 11, 2014

Minnesota Lawyer, by Dan Heilman

To legal-biz observers of a certain vintage, Faegre Baker Daniels will always be Faegre & Benson, Stinson Leonard Street will always be Leonard, Street and Deinard - and the area's top personal injury firm will always be Sieben, Grose, Von Holtum and Carey.

But times change, founding partners move on, and the marketplace demands a fresh style of branding. Those factors and others led to the firm's recent change to simply SiebenCarey. Announced earlier this month, the change more accurately reflects the firm's current leadership and provides a name that rolls off the tongue a bit more gracefully.

"The re-branding of the firm was focused on making the name shorter," said firm managing partner Jim Carey. "The Sieben name has been a major part of our firm identity for years, so we knew we had to keep that. And there are a few Careys here, too." (Two Siebens and three Careys, for the record.)

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