Brand devalues: New names can mean new problems
It would be stretching business theory a bit far to suggest that the recent deterioration in the postal service was the result of the change of name from Post Office to Consignia. But it clearly did not help. Even if there was no causal relationship between these events they were part of the same deterioration. You do not need a Harvard business degree to know it was totally batty to take well respected brands with international recognition, like Royal Mail and Post Office, and let corporate spin doctors turn them into names with no meaning and with nothing to do with the activities of the company.
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