Amid all the talk over Sir Alan Sugar's appointment as Gordon Brown's new Enterprise Tsar/Champion/Celebrity/Overlord* (*delete as appropriate), the rebranding of the government department with which he'll have the most dealings slipped through almost unnoticed.
I'd just about got used to the mouthful that is the Department for Business, Enterprise and Regulatory Reform (BERR), a creation which resulted from the rebranding of the old Department for Trade and Industry in June 2007. But now I've got to remember a new acronym following the merger of BERR with the Department for Innovation, Universities and Skills (DIUS), another section of the government set up just under two years ago at a cost to the taxpayer of £7m.
The three letters I now need to keep in mind are BIS or to give it its official title; Department for Business, Innovation and Skills.
Ministers claim that the new super department, headed up by Lord Mandelson, is designed to help the UK out of the recession. Not a bad thing I suppose but do we really need another rebranding?