Shrinky Dinking the Brand Name

Looks like Citigroup (fka Citibank) is going to be the next in a series of companies to shorten its brand name. It very well may soon be known as just Citi.

Apple Computers, Inc. is becoming Apple, Inc. Federal Express is now simply FedEx.

As we aproach the four-year anniversary (I know!) of Bob's Yer Uncle, maybe it's time to rebrand. How about Bobz?

Or would that confuse potential new readers with Bratz?