I agree I don't like the name, (coming from a marketing background) but decisions have been made and that's the name. The name is a small component to what the brand will be it's what you make of the name.
Building a brand based on customers, strong values and loyalty will define the name.
The most important name or names are the ones running the show which will matter more.
I wonder how the market will react to the announcement this week?!
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