Director of marketing Steven Sharp said M&S would be axing other straplines, such as "Food Love", in favour of a co-ordinated message across all categories, grouped under Your M&S. It is the first time the retailer has referred to itself by its initials.
Chief executive Stuart Rose said M&S's £30m marketing budget would not be cut, contrary to reports, but reallocated, with a greater focus on in-store signage to "de-clutter". Traditional store fascias will remain, but the Your M&S branding will be used on all store livery.
Sharp said M&S will not review its advertising, handled by Rainey Kelly Campbell Roalfe/Y&R and Walker Media, before Christmas. But he added that everything is being looked at.
Green said a decision on his bid would have to be made by shareholders in the next two days.
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