What’s in a Name?

Something, or nothing, I suppose. It depends on who you speak to. We spent two seasons agonising over a name for our long planned catered chalet business, The Alpine Generation. On the ski lift. In the bar. Making beds. Cleaning toilets. Unblocking drains. No matter where we were, the suggestions poured forth. 90% of these suggestions were almost immediately dismissed for reasons justified; “It’s already taken and no, I don’t think Richard Branson would view it as ‘flattery’.” and not so…

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