Financial services titan Morgan Stanley Dean Witter & Co is set to become the latest global giant to change its name.

However, bucking the recent fad for ambiguous sounding names suffixed ‘ia’, the company is simply severing the ‘Dean Witter’, leaving Morgan Stanley as the brand name.

The firm’s title has been becoming increasingly less ponderous over recent years. In 1995, following a merger with Discover & Co, it baptized itself Morgan Stanley Dean Witter Discover & Co. Last year, this became less of a mouthful with the excision of ‘Discover’.

Observers predict that by this time next year it could be just Morgan.

News source: Advertising Age - Daily Deadline