"Royal Mail, with a history stretching back over 500 years, decided to embark on a rebranding exercise to evolve and adapt for the digital era".
Did it? I think it is important to point out that this rationale was not credible at the time, either with the public or much of the press. It was widely understood that the rebrand to a generic corporate name in Consignia was in fact to make it easier to privatise and sell Royal Mail. This intention, and the cynicism of being disingenuous about it, was a big part of the backlash. Of course in the end RM was privatised anyway.
"Royal Mail, with a history stretching back over 500 years, decided to embark on a rebranding exercise to evolve and adapt for the digital era".
Did it? I think it is important to point out that this rationale was not credible at the time, either with the public or much of the press. It was widely understood that the rebrand to a generic corporate name in Consignia was in fact to make it easier to privatise and sell Royal Mail. This intention, and the cynicism of being disingenuous about it, was a big part of the backlash. Of course in the end RM was privatised anyway.
Brilliant read!