Following my previous thread, an article that has been sitting on my desk for a few weeks now has been the announcement that one of the UK’s regional chains has changed the name of Pollack to ‘Colin’. Apparently customers were too embarrassed to ask for a kilo of Pollack at the fish counter.

I’m not sure what logic they used here. Names like Salmon, Trout, and even the chippys favourite, Cod have a non associative sound to them. However ‘Colin’ creates images of middle aged men who turn up their chinos and collect model soldiers. It would be nice to imagine that this was some marketing exec set on writing his own name into history, but I suspect it was more likely a misguided publicity stunt. So erm, who was the chain!?