When the accounting firm Decosimo CPA decided to branch into the merger and acquisition business (something they already had substantial experience with) they decided they needed a new name to differentiate themselves. This was an astute move. Many times businesses will create a new division and yet leave the legacy name in place. The problem is that the old name has branding “carry forward” (to borrow an accounting term) that might not fit the new business. An investment banking firm with an accounting image may be viewed as being too conservative and singularly focused to handle the diverse demands of a middle market merger or buy out. By creating a new entity, one based on the heritage of the Chattanooga area (you guessed it… they have four big bridges) they are now positioned to capture their share of the investment banking market, without being pigeon-holed as an “accounting firm.” (Not to disparage accountants… some of my best friends are accountants… I roomed with one in college… I even took “accounting for non-accounting majors”)

So for a firm with four major partners in a town connected by four major bridges, there’s now a major player in the merger and acquisition market. Introducing FourBridges Capital!