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“We’ve noticed a growing trend for silly, irrelevant and often unpronounceable names brought about by expensive rebranding exercises. So far we’ve seen Aviva, Monday, Accenture and the potty Consignia. But why sell the company jet to pick up a moniker that suits your brand?”
So reads the Web site WhatBrandAreYou.com, launched as a lark by London graphic design, advertising and digital media shop The Design Conspiracy. Visitors to the site enter their name, choose a “core value” (“dynamic,” “innovative,” “anarchy,” etc.
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