In a marketing-obsessed era of rebranding, changing the name of your company, institution or even trade union is all the rage. It has, however, not been without controversy, as the geniuses who decided accountants PricewaterhouseCoopers should be re-named "Monday", will testify. Similarly, "Consignia" could never really hide the unpopularity of the Post Office, and the Metropolitan Police commissioner Ian Blair was widely ridiculed for - very expensively - adding the word "together" to the force's motto "Working for a Safer London" when he took over the job. But Newcastle University has not let the graveyard of misfired rebrandings deter it from undertaking one of its own. Its erstwhile Student Welfare Service is now called the Student Wellbeing Service. "It is Poppleton University in real life," snorted one Newcastle academic.