MOST companies invite news crews when they are putting up a brass plate, not taking one down.
But Anglo Irish Bank's management wanted the entire country to watch the historic moment when the bank's nameplate was yanked off the wall of its iconic St Stephen's Green offices yesterday afternoon.
Addressing journalists and curious onlookers, Anglo chief executive Mike Aynsley said the removal of the signage was a "step towards reflecting" the "new reality" of Anglo.
"This organisation is radically different today from the bank I joined in September 2009," Mr Aynsley stressed, adding that the multi-billion losses of the past had been replaced by an exclusive focus on "getting the maximum return for the Irish taxpayer".
His sentiments were echoed by Labour Party TD Aodhan O Riordain, who said that "dismantling" the signage was a "powerful symbol of the change that is taking place in Ireland under the new Labour/Fine Gael Government".
Anglo's top management had decamped to new offices elsewhere in Dublin city several months ago, but the St Stephen's Green branch has remained the focal point for protests and has graced television screens across the world as the backdrop for broadcasts on the Irish banking crisis.
The new signs are not expected to go up for some time to come.
The bank's new name is still shrouded in secrecy as it awaits approval from Finance Minister Michael Noonan.