POST OFFICE. COMMENT
POST OFFICE. COMMENT
From DAILY EXPRESS, January 17th, 2001
By JOHN DIAMOND
I have no idea why everybody is getting so upset about the Post Office changing
its name to the eminently sensible Consignia. “Post Office” is, after all,
such a confusing name. I mean, how many times, like me have you gone in there
to buy yourself a couple of posts to keep the fence up and been laughed at?
Exactly. Indeed, I was talking to the consigman about this only this morning, as he was
pushing a bundle of consigs through my consig-box, and he agreed that if it
were up to him we would rebrand all of our major services so that nobody had
any idea what their names meant. Starting with the thick-skulled marketing agencies who think we need a new name
for a service whose current name describes precisely what it does, is known by
every customer and for which the change in shop signs, van liveries, headed
paper and all the rest will set us back millions of pounds.
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