Reply to post: Perception issue

Capita unfurls new consulting arm. Hmm, what shall we call it?

localzuk Silver badge

Perception issue

I don't get that. Company has a problem with thinking they're crap, so they launch a new business with the same name. Why!? Everyone will just think "eugh, more of the same".

Just like Natwest launching their app only bank "Bó". Great. Nice fresh name (even with the hilarious connotations of BO from the name). But, no, they advertise it as "Bó by Natwest".

Why do they think Natwest, the brand linked to the bank that has major IT outages constantly, would be a great way to advertise this new service? Come, use our new IT only bank...

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