Back in 2001, branding experts (apart from the company which designed it, of course) poured scorn over the Royal Mail's decision to change its name to the, er, far more memorable and trendy "Consignia".
It was an unmitigated disaster. Workers reacted with dismay and the public simply laughed.
It reverted back to Royal Mail within a year.
So, raised eyebrows all-round this morning when Expedia Corporate Travel announced it has changed its name to Egencia.
President of Egencia, Jean-Pierre Remy, said:
We pride ourselves on our ability to adapt to our customers changing needs and deliver the services expected of a true business partner, and the Egencia brand reflects who we truly are as a company.Sounds suspiciously like the Royal Mail circa 2001.
Anyway, the Egencia name comes from a French business travel agency Expedia acquiried in 2004.
Reports at the time revealed Egencia would be rebranded to Expedia Corporate Travel following the acquisition.
Four years is a long time in marketing. Just ask Boo.com!
Kevin May, editor, Travolution