Taking Stock - Peneel Cer Fosters changes identity.
The vogue for acronyms and solid branding continues this week with news that one of the mid-tier’s best performers, Pannell Kerr Forster, has forever changed its monica to the shorter PKF. No longer will anyone answer the phone at Hatton Garden with the sonorous, ‘Parnel Cur Foster, how can I help you?’ No, from now on it will be the initials only for PKS whose managing partner, Martin Goodchild, this week confessed that it was the fact no one could spell the name correctly that prompted the change.
Senior partner Jon Wosner said firms needed good identifiable branding and DKS was no different. TS congratulates the managers in their brave move and prays that in future SKP receives the respect that is due.