Last week we made the announcement that we were going back to the ALM brand. While I have mixed feelings about the situation, the reality of the economy made it unavoidable. (Above The Law does a nice job analyzing the news behind the name change here.)
Any time a company or division goes through a rebranding, it affords an opportunity to reconsider the identity of each division that's affected. When this particular group was started it was simply called ALM Research. As a name it was very descriptive and easy to remember. As we began to grow however, it became a bit confusing and limiting. Confusing because whenever we say "research" Lexis and West and substantive law inevitably come to mind; limiting because we provide more than just traditional research.
Changing our name to Incisive required that we drop the "research" since we would only be providing the content from Incisive's Legal Portfolio: for the Incisive Financial products "Research" had a very different meaning and the branding team from the UK wanted to avoid the confusion from the start.
So Incisive Legal Intelligence was born. We felt the name incorporated the 'business of law' research we were delivering as well as the benchmarking data, editorial content, business development and competitve intelligence information.
Here we are one year later contemplating another name change. On the one hand, a lot of folks still call us ALM Research (the title of the blog reflects that...). On the other hand we made the move to Legal Intelligence for the right reasons one year ago. So after again contemplating how we serve our customers and the range of content that we provide we have decided to keep the Legal Intelligence name under the new (old) ALM brand.
ALM Legal Intelligence.
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