Gibson Dunn - a well-respected firm - has launched a Financial Markets Crisis Group to help the firm's clients, many of which are in the financial sector. Thing is, the lawyers are the same lawyers, with the same expertise, serving the same clients.
This is like Ford finding out that its trucks were already being used to haul sandbags and announcing that those trucks were to be known as the Ford Flood Crisis Prevention Edition. It is a truck, hauling is what its good at. The fact that it is already being put to good use is good, but it is not news, and it is certainly not a new brand.