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Article: For 350 years, our letters have been delivered by the man from the Post Office. Guess who he works for now? A [pounds sterling]2m makeover that even the boss says is meaningless.
- Article from:
- Daily Mail (London)
- Article date:
- January 10, 2001
CopyrightCOPYRIGHT 2001 Solo Syndication Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: DARREN BEHAR
FOR 350 years, people have known it as the Post Office.
But now its bosses have decided it needs a name that is more 'meaningful' to the 'modern' customer.
They have spent [pounds sterling]2million on a rebranding exercise - and the result is that the Post Office will henceforth be known as Consignia.
Quite how the invented word is more meaningful than Post Office is now the subject of some speculation.
Especially since its own chief executive John Roberts - on a salary of [pounds sterling]239,000 last year - admitted the new name is 'not meant to mean anything'.
Nevertheless, he attempted to ...