By now you have probably heard of CMA CGM acquiring Fattal Group (an incredibly smart move if there was one - Fattal being a leading regional distributor of national and international premium brands, so CMA CGM gets to ship the goods and sell them locally and regionally too! A very symbiotic move indeed). Recently CMA CGM announced the integration of the Fattal teams within their structure. And now they even have a new name - as a rebrand I presume - "Tamina". Well, originally it is "Thamina" (precious/expensive) in Arabic. Yes yes, you can read it already on the photo about to "create value" for so and so. But Fattal is a name is a major weight, a long heritage since 1897, and truly inspires faith, confidence and brand recognition throughout.
So I am not even sure why the name change. Especially a "feminine" name change. Because in Arabic "Tamina" is distinctly women-oriented (Tamin is for men). So honestly, between the distinctive typography of the name Fattal (beautiful Arabic calligraphy) to the bland Tamina, I am neither seeing the logic nor the value of any of this especially that this will extend to many countries, many product categories, many internal stratagems and seriously, it's not worth it.