What’s your name, little girl

I am amazed by the number of companies and publications that don’t know their own names. If a full-blown style guide is too much to hope for, how about a simple naming convention?

Bingham does it right. The law firm’s official name is Bingham McCutchen LLP, but every biography, press release, brochure and web page refers to it as Bingham. Clearly there was a strongly worded memo from the top, and people now know their jobs depend on using the right name.

Contrast this with most other companies, ranging from Deloitte (to Touche or not to Touche?) to Exxon Mobil (ExxonMobil, The Exxon Mobil Corporation). Even The New York Times can’t seem to decide what to do with its “The”—now you see it, now you don’t.