The Director of Nova SBE criticises the rector’s decision to revert faculty names to Portuguese, arguing that in a global competition for talent overly centralised control or restrictions on institutional decision‑making undermine agility, performance and international appeal. He warns that language and branding choices are strategic levers for attracting students, faculty and partners, and that narrowing those options risks harming Nova SBE’s and Portugal’s ambition to become a global reference in higher education. The piece analyses the trade‑offs between local identity and internationalisation and calls for governance that preserves autonomy and responsiveness to global market demands.