Being Belgian, I found this archive amusing!
More than 20 years later, the Ethias insurance company still bears the same name and remains a leader in the Belgian market, which proves that changing your name can lead to success!
And they made you change your name
Just like Belgium
Original news by George Matlock – 24 December 2003
A major Belgian insurance company is changing its name.
Look how they have chosen to advertise their new name.
The ad says “Because a name unveils you… Smap becomes Ethias”
You can see this advertisement on big posters everywhere in Belgium.
The ad also appears in newspapers and on Belgian TV.
