It may be of great interest to Westminster nerds like me, but tinkering with the machinery of Government – like changing the name or function of a department – usually leaves most people cold. The original names never meant much to the average punter and I have yet to meet the voter who switched allegiance because they the liked the new ones.

For those who interact with Government – such as councils, businesses and charities, but also people using Government services – a rebrand just means dislocation, new officials to get to know, new email addresses to fathom, new jargon to learn. And of course, internally it takes ages to align wage structures, IT systems, and work out who gets what job.