What’s in a name #7

Adani’s rebirth as ‘Bravus’ won’t wipe slate clean say campaignersEcho Net Daily
Adani Australia has decided it is time for a name change to celebrate their tenth year endeavouring to build the largest coal mine in Australia. Their new name is Bravus Mining & Resources. […]

‘Adani is at pains to stress it is not rebranding due to the Stop Adani campaign or because the brand is now globally toxic. This is despite the fact over 85 insurers, contractors and financiers have ruled out working with Adani on the destructive Carmichael coal project,’ said a Stop Adani spokesperson in a press release this morning.

But then.

Crooked not courageous: Adani renames Australian group Bravus, mistaking it for ‘brave’The Guardian
The controversial mining group, which is responsible for the Carmichael coalmine in central Queensland, announced on Thursday it would change the name of its Australian operation to “Bravus”, a word identified by chief executive David Boshoff as the medieval Latin word for “courageous”.

Boshoff told the Australian Financial Review it was a good fit because the company “took a lot of courage to get where we are and we will stand up for what we believe in”. However, multiple Latin experts have pointed out that “bravus” does not mean “brave” and is more accurately translated as “crooked” or “mercenary”.

Author: Terry Madeley

Works with student data and enjoys reading about art and design, data, education and technology.

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