Marketing madness

Exciting developments at Imperial College, London, where the marketing men have been called in to create a new brand. As a result of their deliberations, it has been decided that the comma will be dropped. That's right - on January 13 2003, the college's name will change to Imperial College London. Furthermore, the shortened name will be "Imperial" not "IC" or "ICL". The Diary wonders how much all this cost and whether the money could not have been better spent. Moreover, it comes after two University of London colleges made explicit their membership of the university through rebranding. Imperial is seeking its own degree-awarding powers.