What's in a name?

'Sticks and stones will break my bones, but names will never hurt me,' we used to chant in childhood to ward off epithets hurtful to the prepubescent psyche. But why should mature captains of industry be at once so sensitive about their existing names, and so insensitive about the new ones they are adopting in the course of the current nomenclatural revolution? With the Royal Mail, the British Post Office has one of the most prestigious brands in the world. It has the upscale tone and royal