Ringing In The (Name) Changes...
Entering into the New Year and, depending on which school you went to, the
new century and millennium, it seems that big business has still not yet
learned the lessons of the last century. I'm referring to the name changes
of brand named goods that have not only stood the test of time, but also
gave some indication as to what was being sold. Not only does the name
change, but so does the logo.
Remember the awful tail fins on the British Airways planes?
This was to denote the new 'Cool Britannia' look of PM Tone. Outrage,
followed by loss of revenue, led the-then Chairman to think again and
replace it with the Union Jack. I can't see the USA leaving off the stars
and stripes, or even that other great new super-state of Europe leaving
off the stars and circle from its goods. A good logo and a catchy name are
a great help when trying to get a new brand onto the market. So having
achieved that and not only getting the public to buy your product, but to
keep doing so, the powers that be then decide to waste money on changing
both!
The latest in a long line is the Post Office. To most people
these two short words say exactly enough as to what is being offered. Over
the years, it has turned to banking and at many branches, even a shop has
evolved as well. Yet from now, the aforementioned Post Office will be
known as Consignia...! The Chief Executive has admitted that the new name
does not really mean anything but explained that to consign means
"...to entrust to the care of," - which the post office does.
All this messing about with both the logo and brand name have cost an
astonishing £2,000,000 - yes, that's right - two million quid!
Having just had a go-slow or work-to-rule in my area because
the management would not pay overtime in the run up to the Christmas rush,
I am still waiting (in mid January!) for important mail that I know was
sent early December, so how can they justify spending all that money on a
name change? No doubt when and if my old mail turns up, I will be told
that it was the previous company's fault.
Other companies that have fallen for the same trick include
British Gas, which has now become Centrica (I wonder how many therms to
the cent?), British Steel has become Corus after it merged with a Dutch
firm - perhaps now they sing the same song from the same page. South Wales
electricity is now called Hyder and Yorkshire Water is now called Kelda.
POLITICALLY INCORRECT
Not all changes are silly, as in our own trade we have evolved from ODRTS to Dial-a-Cab, Mountview into Radio Taxis (London) and London Wide into ComCab. At least we are trying to tell the public what type of service they are getting when they phone up.
| An Open Letter To The Government A Copy of this letter has been sent to Prime Minister Tony Blair: It has also been cc to the following: Health Minister Alan Milburn: Shadow Health Minister Liam Fox: MP for Ilford (North) Linda Perham, Daily Mail and Ilford Recorder...Call Sign will publish any responses. Dear Prime Minister Chas Kissin |
