Company Renamed to Consignia by Consultancy

The renaming of the Post Office to Consignia was a strategic decision aimed at rebranding the organization to reflect its expanded range of services beyond traditional mail delivery. The name was developed by the consultancy firm Dragon Brands, which sought to create a modern identity for the company that would resonate with a changing market landscape. However, the rebranding faced immediate backlash from both the public and employees. Many viewed the new name as disconnected from the company's core identity and heritage, leading to widespread dissatisfaction. The Communication Workers Union (CWU) organized a boycott in response to the name change, highlighting the discontent among postal workers and the general populace. This reaction underscored the challenges organizations face when attempting to redefine their brand, particularly in industries with deep-rooted traditions and customer expectations.