Thelen, Wheelin & Dealin

Thelen Reid Brown Raysman & Steiner LLP, an international law firm with approximately 600 attorneys in nine key markets, announced this week that the firm will now be known simply as “Thelen” for branding purposes. “It rhymes with wheelin’,” says The Wall Street Journal Law Blog.

Thelen Reid Brown Raysman & Steiner had well-laid plans to rechristen itself with the shorter and catchier “Thelen” but was held up by a Korean cybersquatter. The marketing move, which launched Monday, was threatened by the distant owner of the “thelen.com” domain name. But if there’s one thing a Web entrepreneur should know, it’s this: Don’t register a domain name of a 600-lawyer law firm and expect nothing to happen. “We did get pretty heavy-handed with him,” says Thelen partner Robert Weikert. [via Law.com]