"By shifting your brand positioning, you have the potential to alter perceptions, reach new audiences, and attract different buyers. However, the trial rebrand of WHS lacks clarity in terms of its business objectives."
"What is the WHS trying to suggest WH Smith now is? Is it a convenience store? A travel store? Books and Newspapers? What is different to the WHSmith we know? WHS doesn't symbolize or inform us what is different and as such, doesn't mean anything."
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