DIARY: HIT OR MISS ...
Jarvis No, no, not another. Given the outcries that have consigned corporate rebrands such as Consignia to the trash, the currency of corporate rebranding has become somewhat devalued. But contracting giant Jarvis last week became the latest firm to take on an initially meaningless new identity, adopting engenda as its umbrella name when applying for private finance initiative projects. A 'leading professor' told one national paper that the name was 'bollocks'. Jarvis, under investigation for its role in the Potters Bar rail crash, denied the change was a response to negative public perception.
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