Google is reorganising itself as Alphabet, but why? How will it work, and what difference will it make to us? David Crookes looks at what comes next
In 2001, the Royal Mail made a risky decision that would prove to be a short-lived disaster. In a bid to show that it did more than just deliver the post, the company ditched a well-recognised name, which perfectly described what the firm ultimately did, and rebranded as ‘Consignia’, a name that the bosses admitted did not mean anything. After much eyebrow raising, and a refusal by many workers to comply, the firm changed to the more reasonable Royal Mail Group. Consignia barely lasted a year, and ultimately went down as one of the biggest – and most expensive – corporate mistakes of all time.
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