Dixons and Carphone Warehouse are to merge in a deal worth £3.8bn. Strangely the new organisation will be called Dixons Carphone. This brings together the device-retailing and support expertise of Dixons with the connectivity expertise of Carphone Warehouse. This strategy reflects the way the world is changing and seems to make great sense. The naming strategy isn’t so clear.

Dixons ceased to be a high-street name nearly a decade ago, pushing Currys and PC World instead. And using ‘Carphone’ while dropping ‘Warehouse’ flags up just how dated that name has become. Carphone? What’s that?!

Perhaps the Dixons Carphone brand name will never be seen at retail. But investors are a vital audience too. The chosen name seems to us to do the very opposite of projecting the future-thinking that apparently inspired the merger.