A new name could mean a bright new image for Picton.

Marlborough District Council's updating its vision for the South Island seaside town.

Branding expert Greg Billington told Heather du Plessis-Allan he's a newcomer who was shocked to learn the name's origin.

He says it belonged to a Welsh army officer recently declared a sadistic slaver in his home country - with statues being torn down.

Billington says it's time for a change.

"When Telecom became Spark, it just wasn't possible for Telecom to appeal to younger people and suggest things like lifestyle and bright thinking, with a name like Telecom. 

"That's where a name can be extraordinarily powerful."