Long-suffering customers have for 12 years endured this preposterous piece of rebranding, which provoked much tabloid ire on its unveiling in 1991. The Sun, as we recall, was moved to emblazon its front page with "BT blows £5m on trumpet!", or words to that effect. In fact, the eventual cost of the discordant fanfare was a cool £50 million and heralded mass redundancies at the company, as The Daily Mirror recalls.