What does WH Smith’s new high street name TGJones actually mean?
The Guardian
“This is like Trumpian chaos theory,” says Mark Borkowski, branding and reputation expert. “You want to be talked about, to create massive debate, but what will it evaporate down to? Probably not what the new owners want it to. It sounds like an accountancy practice. This is laughably see-through and we are already talking about it as a desperate pivot.”