Branding and re-branding

Ramifications continue over the Co-operative Group’s decision to re-re-brand, away from the ‘national’ The Co-operative brand they had previously effectively spearheaded. I understand that Co-operative Group members will shortly get replacement turquoise cards for the standard yellow honeycomb cards which have been issued up to now.  Which is fine, but could create no end of confusion if Group members are also members of independent regional societies which themselves issue honeycomb cards. Letters are now going out to people in this situation, trying to explain what’s happening. Poor old regionals.

Is there anything positive in all this?  Just possibly, if it means that the regional societies are able to reaffirm their own independence from the Group as autonomous member-owned co-ops, something which was very difficult under the previous combined brand.

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