MenuA different name for a troubled industry
October 8, 2014
TNT Post UK, Great Britain’s Royal Mail competitor, has changed its name in September to Whistl. They claim to process over 26% of all the UK’s mail, collecting, sorting, and transporting nearly 4 billion items of addressed mail, as well as handling millions of pieces of unaddressed (i.e., junk) mail.
TNT Post was split from TNT in 2011 and was required to be renamed by 2014. In the Netherlands, Belgium and Luxembourg, the company is now known as PostNL, in Germany they are PostCon and Nexive in Italy.
Whistl appears as the most unusual, unexpected of these names. Why was it selected? Their web site explains, “Whistl was chosen because we are a people business and we have always been noisy in the markets in which we operate. It is a sign that we want our employees to work in a happy environment and it reflects the emotional relationship customers have with us – they see us as people with a ‘can do’ attitude rather than just a delivery business.” “We chose Whistl because happy people Whistle.”
It may also be that the postal industry worldwide is struggling to remain afloat and that the company needs all the help they can get, including an out-of-the-box name. While this was not directly addressed, it also seems clear that in order to compete and survive, regional or national brand names are better than global brand names. If this were not true then they would have probably used one name across all the countries, rather that creating separate British, German and Italian names.
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Will it be enough? This goes beyond whatever benefits a new name and brand identity can bring to a company. Postal services, both public and private, are struggling to adapt to life with email, e-billing, social media and whatever else is introduced in the next few years. Time will tell whether this silly name can work its magic.
Click on the link below to watch this 3 minute video introducing the new Whistl name. This is a very unusual way to introduce a new brand name and identity.
