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Please stop muddling our monikers

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I write with regard to the ever-changing feast that is Constructing Excellence, was Rethinking Construction, was Egan Mark II, was Latham's Constructing Team, etc.

If we hope that the majority of industry will get on board, can we please stop changing the name of the crusade/initiative to suit the names of the sponsor or funder.

I can think of no other industry sector or sensible recommendation from a marketing text book that would suggest continually changing the name of something (the brand) which we want everybody to join in.

It is difficult enough in such a fragmented construction industry to keep up with all that is going on without confusing everyone by apparently changing the emphasis every few years.

We at the Institution of Structural Engineers are very committed to Construction Excellence, but it is difficult for HQ to connect with the membership if the name of the crusade keeps changing.

It was unfortunate that the Construction Best Practice Programme ceased as we know it, since in my view this most clearly captured the essence of what all of the above stands for.

So let us stick to 'marketing' best practice and not keep changing that which we are marketing, and let's just call it Best Practice.

Simon Pole, Pole Associates, London

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