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Katherine Shonfield

Changing names, unlike Changing Rooms , is something at which people invariably look askance. The outraged reaction of Sun readers at the prospect of the makeover of the Post Office to a new improved service apparently dubbed Consignia is a case in point. Indeed, the extraordinary thing about the lucrative 'industry' of rebranding is how united all but the professionals in question and their clients are in loathing its output.

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