Consigned to Oblivion - What future for Insignia?

Fugitives commonly change their name in the hope of escaping justice. In 2001 The Post Office changed its corporate name to Consignia and adopted a new logo, which appears to depict the view down the barrel of a gun. The wisdom of changing a brand name that has been established since the days of Rowland Hill is unclear, but according to Consignia:

Our new name, Consignia, will support our moves in the wider distribution market and onto the global stage. However, we will continue to serve our U customers through our trusted brands - Royal Mail, Parcelforce Worldwide and Post Office for our network of retail branches.

Two points can be made:

  • globally there are no other postal administrations called 'The Post Office'. Australia, Canada, New Zealand and the US Postal Service have all attached their national identities to the word 'post' or 'postal' in their titles so there could have been no confusion on the 'global stage'; and
  • by long-established precedent British postal stamps d not include a national designation because they were first in the field. By analogy the UK Post Office could robustly have argued that it was the first organisation in the field named The Post Office and should therefore be known worldwide as such. It is extraordinary that the Post Office's managers abandoned the huge asset of this brand name in favour of one that is meaningless and, to the general public both in the UK and worldwide, unknown.

 

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