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Up in arms about ICE rebranding


I read with interest that 'branding' is new ICE communications director Anne Moir's passion (NCE 5 September). It's a passion of mine too - I am passionately against it!

Rebranding is of no benefit unless it delivers tangible improvements. There are many cases where money has been squandered on damaging cosmetic exercises - Consignia and British Airways being among the worst.

The article suggests that 'traditionalists' might be worried about changes to the Institution's coat of arms. I feel that members would be far more concerned about knowing what benefits rebranding would deliver and how much it would cost.

Paul Donnachie (M), 7 Lowther Road, Norwich NR4 6QN

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