Jamie Targett would be proud

October 12, 2007

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.

Please login or register to read this article.

Register to continue

Get a month's unlimited access to THE content online. Just register and complete your career summary.

Registration is free and only takes a moment. Once registered you can read a total of 3 articles each month, plus:

  • Sign up for the editor's highlights
  • Receive World University Rankings news first
  • Get job alerts, shortlist jobs and save job searches
  • Participate in reader discussions and post comments

Have your say

Log in or register to post comments