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BBC you later: Many Brits prefer to keep brand development at a standstill. They take a dim
view of repositioning their favorite brands

LONDON, Dec. 20, 2002. Many Brits take a dim view of branding, often equating it with showing off. In the UK, branding and bragging are often seen as synonymous, making the rebranding of companies and products an even more pernicious activity.

The emotional and cultural damage done by rebranding in the UK has been extensive and vicious. First the name of the beloved "Marathon Bar" was changed to the sexually suggestive "Snickers." It was hard enough to lose this old mate, but to have a lewd name for a children's sweet as its replacement was devastating. While still reeling from this blow, the Brits were hit with the news that "Oil of Ulay" would complete the thought at the top of the "U" and become "Oil of Olay." Brand barbarians.

Other rebranding horror stories abound. British Rail was broken up into companies called things like Connex, Arriva, and the fantastic WAGN; Opal Fruits sweets became Starburst; and of course, there was the big flap over the UK OK rebranding of Britain.

What nobody knew at the time was that this was all just a cruel warm-up for what was to come. Out of respect for those who still grieve, may we just say "Royal Mail"? You may want to remove small children and the faint of heart from the room before reading on.

The rumour mill is abuzz with nervous talk of a rebranding effort being kicked about at the BBC. Seems that recent revenue shortfalls have got them thinking about broadening their brand appeal. The possibility of one day soon turning on the telly and being greeted by "EUBC 2" is now more real than ever.