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From the mists of time, a small and secret band of BEA staff has maintained with dignity and respect the pronunciation of our company's name. It's BEA.

These people are The Defenders of the Acronym.

You will not know these people, but you may sit next to them. They work in secret, their identities secure. Their commitment to the defence of the acronym is noble, pure and righteous. It is through the efforts of this happy few men and women across the globe that the name of our company is safe.

Recently, a threat has appeared. A shadow in the distance. A cloud across the sun. The Defenders of the Acronym must rise again. Redouble their efforts, and fight the good fight once more, for an alarming mis-pronunciation has come to pass.

Soa.

Soa threatens the clarity of our message. Soa strikes at the very heart of our positioning. Soa is a risk to us all.

The Defenders of the Acronym have risen and come together. They have sought wise counsel. And now they speak as one. And they say SOA. That's S. O. A. Not Soa. SOA.

Now all of us must join with The Defenders of the Acronym. We must come together under this single banner. In every country of the World, in every time zone, everywhere that BEA is represented we must speak anew with one voice... BEA = SOA