“A rose by any other name would smell as sweet” ~ William Shakespeare The decision to change the name of established and successful organisations is not one to be taken lightly. However, the ‘great name debate’ is one many companies and associations in all types of industries across the globe face. It is often one of those issues that lie just under the surface at management level and boil up to the surface at irregular and often inconvenient moments – only to be quashed under the weight of undertaking such an overwhelming task. Having been involved in a number of ‘great name debates’ (including my own) over the years, the…