What's in a name? Marketing types will tell you it's critical to get it right, if you are aiming upmarket.You know what it's all about. A brand which has a hint of sophistication, charm, elegance and understatement. Totally 21st century, and the focus groups will love it.Diary's on to this after hearing about two rebrandings -one official, and the other an effort by the locals. Brace yourselves.Torbay is reimagineering itself (posh word! - Ed) as the 'English Riviera', after a consultant said the name Torbay meant nothing to visitors.It will be palm trees and Panama hats, haute couture and cuisine - and Russian billionaires. Think buckets of cash, not buckets and spades.
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