Unsupported browser

For a better experience please update your browser to its latest version.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

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.

Already a subscriber? Login here or activate your digital account

Alternatively sign up for a four week free trial