WHSmith and How Not to Rebrand

⁣In May 2026, TGJones (formerly WHSmith) will be closing 150 high street shops. It’s sad yet predictable news for the struggling high street chain.

Since the rebrand in 2025, WHSmith’s new name has not gone down well with the general public. The shops still feel dated and there’s so much product confusion it's difficult to know where to start.

Along with Royal Mail’s name change to Consignia, Weightwatchers becoming WW, and Warner Brothers not knowing what to call their HBO streaming service, this is a prime example of how to rebrand. Especially when you have the history dating back to the late 1700s.

Thank your to @Larry Bundy Jr for the tip regarding Consignia

Image from thumbnail: / anarchy_breaks_out_on_the_mean_streets_of_...

Articles and links
https://www.bbc.co.uk/news/articles/c...
• WH Smith in secret talks to sell historic ...
https://www.creativereview.co.uk/whsm...
https://www.creativebloq.com/news/new...
https://www.retailgazette.co.uk/blog/...
https://www.railwaymuseum.org.uk/obje...
https://www.historytoday.com/archive/...
https://www.msn.com/en-ca/money/other...
https://www.modellacapital.com/portfo...
https://www.standard.co.uk/business/t...
http://news.bbc.co.uk/1/hi/business/2...
http://news.bbc.co.uk/1/hi/business/1...
https://www.campaignlive.co.uk/articl...
https://www.swindonadvertiser.co.uk/n...

https://bmmagazine.co.uk/news/tgjones...
https://www.bbc.co.uk/news/articles/c...
https://companylogos.org/whsmith-logo/

Videos and Links
• W H Smith TV Commercial Christmas 1996
• WHSmith Advert with Nicholas Lyndhurst (1996)
• WH Smith Advert - Steve Coogan
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