Identity crisis

28 Sep

Abbey National is to become abbey. It’s the latest in a line of new corporate identities which are judged on their performance against the stock market average in The Observer:

If a company is clear about where its future lies, and it chooses a new name to fit in with that, the name change should be a success. But if a new name is simply a way of trying to cover up old problems, it is more likely to have the opposite effect.

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