Having survived since 1843 on their name, the Liverpool Victoria appear to have had a sudden attack of expensive rebranding.
The new name, which only slightly resembles a typo is the catchy LV=
as explained on their site.
"..after listening to our members, customers and staff we decided that
our brand name needed to evolve to make it more relevant for society today and for the future."
Yes this is the sort of language everyday folk use all the time. Or is it the sort of rubbish everyday folk leave behind? I forget how the song goes. Certainly if I'm on the blower to a call centre, when they ask "is there anything else I can do for you"
I always want to discuss what the brand means to me and how I feel it should be moving on.
And if you're spending the earth (or two million quid) on a new name, it's always a top idea to include characters that are not permitted in domain names, just to ensure your web site and email addresses don't slavishly follow the branding.
More on it from
The Telegraph and