According to rumours circulating in the French press, the country’s heavily indebted national carrier France Télécom is contemplating dumping the word “France” from its title in favour of the higher profile brand name of its mobile arm Orange. The state-backed telco is reviewing its brand portfolio and could make a decision on its name by 29 June. The carrier thinks that the Orange name carries far more clout across the world, although a switch could be highly embarrassing in undermining French prestige. The Orange brand was invented in the UK by brand consultants Wolff Olins for Hutchison Telecommunications (UK) and launched in April 1994. Despite initial concerns and widespread derision from the press, the name stuck and Orange has since emerged as a major global brand.