Heritage

I’m sure you’ll have seen Twitter’s announcement of its rebranding to “X”. It’s apparently the first step in its journey to becoming “the everything app”.

However, the fact the company seems so willing to flush away its brand heritage has struck many as strange. Over the last seventeen years, it’s established itself as one of the world’s most popular social networks while “tweeting” has entered the public lexicon. Yet tweets are now to be called “Xs”.

Earlier this year, Jaguar Land Rover rebranded to JLR. Sure, it’s what everyone calls the business anyway but Land Rover will become a “trust mark” while Jaguar, Range Rover, Discovery and Defender continue as brands. It’s not in the same league as Twitter’s decision but is it the best thing to do to 75 years of recognition and goodwill?

Looking to my own sector, I’ve often said recruitment consultants are like actors: you may have a row of Oscars on your mantelpiece but you’ll struggle if your latest movie bombs. But the truth is Tom Cruise is safe – even if his next film is a massive flop, he’ll still be able to draw upon everything that nearly forty years as one of the world’s most popular and successful actors affords.

So, I think it’s safe to say that Egon Zehnder, Korn Ferry, Spencer Stuart et al will not be rebranding. And I won’t be changing my name either.

I’m not against change and recognise that rebranding can be a positive exercise. But heritage, track record, brand recognition and goodwill can only be earned, not bought, so are among the most precious and beneficial commodities a business can have.

www.abaexecutive.com

#management #humanresources #future #careers #hiringandpromotion #strategy #recruitment #hr #executiverecruitment