I write with regard to the ever-changing branding of the crusade that is currently known as Constructing Excellence, was Rethinking Construction, grew out of Sir John Egan’s report, and began as Latham’s Constructing the Team.

If we are to maintain the hope that most of the industry will get on board, can we please stop changing the name of the crusade? No marketing textbook would recommend continually changing the name of a brand that people actually want in the first place.

It was perhaps unfortunate that the Construction Best Practice Programme ended, since in my view this most clearly captured the essence of what all of the above stands for. If we are to market best practice, why not simply refer to “Best Practice”?

Simon Pole, Pole Associates Structural Engineers, Wimbledon