The directory in a large North Sydney office block tells this sad tale: 'Perfectus Solutions - Formerly Owl Central'. We don't know the exact nature of Owl Central's business, but what a lovely and intriguing name. Everyone likes owls.

Now they've flown the coop, replaced by a name that showcases everything terrible about corporate brand names.

There's an up-front burst of Latin. There's unpleasant vanity: we're perfect. Who likes anyone who's perfect, particularly when they tell you so as soon as you meet?

Then there's solutions, a meaningless piece of verbal chewing gum that lost its flavour about two decades ago.