Most corporate rebrandings leave me cold. They are extremely expensive and, in most cases, don't seem to add much value for shareholders. Look what happened to BTR, which was only just sexier than Birmingham Tyre and Rubber Company when it changed its name to Invensys.

The company went straight down the outside dunny and almost disappeared. Or the Post Office, which inadvisedly flew under the Consignia flag. The only difference I noticed was that a first-class letter from London to Ascot in Berkshire could take up to three days.