By Quentin Webb
The author is a Reuters Breakingviews columnist. The opinions expressed are his own.
It sounds like caring, there’s a hint of Breton, and it comes with an owl. PPR is becoming “Kering”. Renaming the parent company will hardly deter buyers of the French group’s illustrious brands, such as Gucci or Bottega Veneta. But this latest corporate offence against language hints at worrying groupthink within PPR – sorry, Kering – HQ.