Crunch time approaches for members of the Committee of Vice-Chancellors and Principals, who have been locked in discussion about the issue perhaps closest to their hearts - their name.
Urged to rebrand themselves as more "dynamic" and "go-getting", they are to ditch the CVCP label this summer. But what should go in its place?
CVCP chief executive Diana Warwick favours Campus or Campus UK, while one vice-chancellor has more ambitiously suggested "Universe".
We are confident THES readers can do better. Bottles of champagne for the three best suggestions.