Saatchi & Saatchi’s former vice-chairman Hamish Pringle has been forced to change the name of his consultancy, Brand Soul, three weeks after setting it up because a rival company already has rights to the name.
Design company Wickens Tutt Southgate has a wholly owned division, Brandhouse, which has used the Brand Soul name since 1995. Brand Soul is the name of a methodology which is used to assesses companies’ core values.
Saatchi has also been dragged into the dispute. It was due to release, through publisher Wiley, a book on cause-related marketing on March 19 co-written by Pringle and Marjorie Thompson, the director of Saatchi’s cause-related marketing unit, Cause Connection.
Solicitors letters were exchanged between the parties and as a result Saatchi and Pringle have changed the names of their projects. The Saatchi book will now be called Brand Spirit. Pringle’s company will be known as Brand Beliefs.