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

Latest articles

Remembering Jon Daniel: 1966-2017

We look back on the life and work of the Design Week columnist, independent creative director and social activist “who helped put black participation on the political map”.