Friday, 3 April 2009

Nom de guerre?

Recognise it? The architecture is a bit of a giveaway. Taunton's old workhouse looked exactly what it was. Until, that is, we at Somerset County Council took it over and softened its image with a subtle change of name. The grey and forbidding workhouse was rebranded by Somerset County Council as a "Public Assistance Institution". Suddenly it seemed like a worthwhile place of light and hope rather than the stark paupers' dumping ground which, in fact, it still was. What the heck. Image matters. Words carry power. I applaud rebranding. Such brainwaves are still happening. That is why we now call SAP a great success.

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