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‘The biggest blunder in recent times has to be Consignia [a short lived rebrand of the Royal Mail] but the popular outrage was not just about the name, but also about the treatment of it. If you work for an organization with 300 years of heritage, you cant simply replace it with a generic swoosh. It’s just wrong and it won’t stick. It will be interesting to see what happens to British Airways when someone decides to change the name. How do you retain the heart and soul of a well known brand like this if you remove the word British? Cross my palm with silver and I’ll tell you.’ (Adamson, M. 2010. P 11.)

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High Street Rebranding  
High Street Rebranding  

Using my dissertation I created a book to show the success of rebranding within the high street.

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