The Co-op used to be known as an ethical brand. Its message was we don’t do the nasty things, customers are members, and we source things ethically. Went pear shaped Then it went pear shaped with the poor banking results and the coke sniffing head of its bank, Paul Flowers. Banking customers fled: 38,000 were

What’s in a name: everything, so what is TNT doing changing to whistle or is it Whistle?

The mail operation of TNT, delivering post to your door, has decided to change its name to Whistle, or is it whistle? Not sure in its marketing statements which it is, capital or not. Be very careful about changing names or choosing them in the first place.  It is a key part of corporate communications.