On June 22, 2010, the weekly magazine Trends announced that BAM was considering a name change. Because of what has happened in the past, the company surmised that a restart with a squeaky clean image would not be feasible if it kept its existing name. Rebranding as a communication strategy has been used before by BAM in October 2009, during the campaign for the referendum, when BAM campaigned as Vooruit met Antwerpen and changed the name of its project from Oosterweel connection to "natuurlijk tracé" (natural route).