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FSCL Unhappy with "Ombudsman"

Susan Edmunds writes in goodreturns that FSCL is unhappy with elements of the Insurance and Savings Ombudsman's plan to change its name to the Insurance and Financial Services Ombudsman Scheme. Link

What surprises me is the idea that there is significant consumer brand value in any of the names being discussed. These are fundamentally industry brands, known mainly to insiders, referred to by consumers not because they are 'top of mind' but because they found the name and contact details in documentation from their financial services provider. 

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