Company naming debacle is turning into Euro trash

The worst company name is Aviva, the new name for CNGU. It sounds like it should be selling women’s sanitary products.

Increasingly, companies are discarding their old names and think that by choosing a ‘Euro-sounding’ name, this will breathe life into their brand and win new custom.

The process smacks of desperation, and if anything seems to weaken their credibility.

Kim Sillitoe

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