Corporate rebranding seems to have moved to a new level with the current trend of renaming. But the big blue-chip businesses aren't choosing nice simple names that explain clearly what the company does. Oh no; the communications agencies are having a field day making up new meaningless ones.
Andersen Consulting, had a long-winded legal battle with former family member Arthur Andersen, emerged as Accenture, a contrived name meant to imply 'accent on the future'. The UK's Post Office has for some inexplicable reason become Consignia. And in a move guaranteed to confuse computer spell checks the world over the UK governments Defence Evaluation & Research Agency (DERA) - great name, it does exactly what it says on the label - is to relaunch itself on 1 July as QinetiQ.
Nice to see that some Gallic logic went into the renaming of Thomson CSF which has re-emerged named after the philosopher who fell down a well, Thales.
One wonders who will be next. Perhaps the easily recognisable Aero Metals and Alloys will be reborn as Gr8tin.
Source: Flight Daily News
