It was all going so well for Benfield Greig Interactive Limited – BGIL for short, pronounced Bigil.
Until now, Bigil has operated successfully with its dull-sounding name, sweeping all before it as a provider of ecommerce insurance systems to the great, grey industry.
Alas, Bigil could not resist change. Now it's been re-branded as wildnet new media group – please notice the lower case first letters – sexy or what?
But Backchat reckons the wildnet name's all wrong. It's just going to attract customers from The Outside World with their funny ways and swish marketing campaigns.
Insurers aren't going to like this at all. It's far too racy and exciting. Stolid, solid, turgid and dull: that's what we want.
