Birmingham Airport's chief executive Paul Kehoe has taken a thinly veiled swipe at the name of the region's new combined authority as he takes over as chamber of commerce president.
Mr Kehoe commences his two-year tenure today at Greater Birmingham Chambers of Commerce after being officially appointed at its AGM.
But in a statement confirming his new position, he called Birmingham "the best asset we have" to sell to the world and wanted to get people saying "Birmingham city region is the place to do business".
"Getting the city's name out there is even more important post-Brexit," he added.
Naming of the West Midlands Combined Authority proved one of the most hotly contested topics in the build up to the formation of the new super council earlier this year.
Various suggestions were put forward but the name 'Greater Birmingham Combined Authority' came up repeatedly from all corners, not least countless comments on our social media channels.
It was feared neighbouring districts of the city would feel left out but supporters pointed to the way areas of Greater Manchester were happy to piggy back on the global renown and success of Manchester.
Many companies based outside of Birmingham use its name as part of their branding and Birmingham Airport is unlikely to rebrand to the geographically accurate Solihull Airport any time soon.
Despite this, the leaders of the new combined authority decided the most diplomatic solution was to use the West Midlands name.
Mr Kehoe, who replaces head of law firm Pinsent Masons in Birmingham Greg Lowson, wants his tenure as president to focus on three key areas - geography, scale and our place in the world.
He said: "I took that decision when I was interviewed for the position three years ago and it seems to have been quite prophetic given what has happened with Brexit, the combined authority and Midlands Engine.
"We now have a very different role in the world outside Europe. If you look on a world map you may get four UK cities - London, Edinburgh and Belfast, and possibly Birmingham.
"So we have to look at the best asset we in the Midlands have to sell to the world and that is the name Birmingham.
"That does not mean Coventry, Wolverhampton or Dudley, or wherever, are less important than Birmingham but we need to understand that because what people buy on a world stage is a place.
"What would be really good would be to get people from around the world saying how good we are and stating the Birmingham city region is the place to do business.
"And getting the city's name out there is even more important post-Brexit. It's increasingly important connecting ourselves to the world.
"For me, it's not just about the airport, it's about connectivity and promoting Birmingham as the great place to do business.
"The bigger the conglomeration the greater the success is likely to be.
"But there is now a great opportunity for Birmingham, Coventry and the Black Country Chambers to work together.
"We now have an even stronger common purpose with the Black Country and Coventry and Warwickshire Chambers with the West Midlands Combined Authority now in place together."
