The trickiest situation comes when companies cannot themselves decide what they are called. The retailer which used to be called J. Sainsbury now seems to have dropped the full-stop and calls itself J Sainsbury in many parts of its corporate website. But not on its supermarkets: they now have “Sainsbury’s” written over the door. Even some press releases talk as if Sainsbury’s were the company’s official name. Likewise, America’s biggest retailer regularly calls itself both Walmart and Wal-Mart in the space of the same press release. The company seems to have been in some sort of transition from one spelling to the other for ages now. Meanwhile, the name over its stores is WAL*MART.