Hence, parts of British Gas became Centrica, British Steel became Corus and - at least until common sense finally regained the upper hand - the Post Office became Consignia.

Rebranding-itis has been endemic at low levels among trade unions for years, starting with the creation of Unison on the foundations of three parent bodies whose names told you that their members worked in local government, the health service and the public sector.

It reached a creative peak at the end of 2006 when the National Union of Marine, Aviation and Shipping Transport Officers renamed itself Nautilus - which, if not very informative, is at least appealing as names go.

But the Certification Officer's annual report this year records a veritable epidemic of rebranding. During 2007:
• The Abbey National Group Union became Advance;
• The Professional Association of Teachers became Voice;
• The Union of DHL Workers became UDW; and
• The Union of Finance Staff became UFS.

Those last two, incidentally, are not abbreviations, but the full names of the organisations concerned.

For good measure, the AA Democratic Union, which at least told you who it was for, became the Independent Democratic Union. Personally, I would have dropped the Democratic bit as rather reminiscent of too many decidedly undemocratic People's Democracies.

I'm not sure this is a plus, but 2007 also saw Unite the Union (formerly a new-style Amicus and old-style Transport and General Workers Union) official assume its new name, having had a short period under the bewilderingly uninformative banner of The Amalgamated Union.

Oh, for the good old days. You knew where you stood with the Huddersfield and District Power Loom Weavers and Woollen Operatives Association and the North of England Brass, Aluminium, Bronze and Kindred Alloys Moulders Society.