The ASIC fee is not that much for a name change. They ran a competition on the branding for less than $2,000. There will be the cost of web design, new letterheads, more branding design etc, but a lot of that was past due anyway. I don't think it will cost that much more than ramping up marketing in the old name and they obviously felt breaking with TSN was good for brand image and direction. Their customers are not the average punter, so branding is aimed at the corporate and public sector market. Time will tell how it goes.
Also if anybody wanted to buy TSI, they probably wouldn't want us hanging around on the ASX with the same name.
Cheers
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