Obiter has long been sceptical of firms that shorten their name, usually as part of a rebranding that claims a 'new vision'.

And don't even mention those practices that insist on the first letter being lower case.

It's a law firm, not a Web site developer run by a spotty teenager in his bedroom.

Ultra-profitable US firms such as Skadden Arps Slate Meagher & Flom and Wachtell Lipton Rosen & Katz do not seem troubled by such faddism, although no doubt the branding gurus would say how they could do even better if they changed to sKadden or wacHTell.

So it is important to celebrate the news that Miami firm Krupnick Campbell Malone Buser Slama Hancock McNelis Liberman & McKee has no plans to change.

With the recent shortening of the name of shipping firm Holmes Hardingham Walser Johnston Winter, one of the best efforts on this side of the Atlantic, to just Holmes Hardingham, the search is on for the firm with the longest name in the UK.