Don't abbreviate our brand

London Business School's associate dean for external relations, Jennifer Laing, has asked the media for "help in protecting our valuable school brand name". Apparently the London Business School - as we are asked to uniformly refer to it - has been confused in the newspapers with the London School of Economics. This, it would seem, stems from a tendency to abbreviate the institutions to "LBS" and "LSE". The London Business School picks carefully who it doesn't want to be confused with - there was no mention of possible abbreviation confusion with Leeds Business School, Liverpool Business School or Luton Business School.