When is it time to ditch a brand name? In the case of the Labour Party the answer is to start planning to change it now, in readiness for the period after the general election.  There are pros and cons, but the balance has tipped in favour of the benefits of a new name. A rebrand has already happened, of course, with the move to New Labour. The Tories have taken advantage of it in the past, with “Labour’s not working”.

But more significantly, the word “labour” has finally lost its relevance. It was never a pleasant sounding word, but it did make sense at the beginning of the 20th Century. It no longer has even that going for it, and it’s time for a fresh start and a fresh name for the new millennium.

A fresh brand name helps any organisation to draw a line under the past and move on. This is as true for companies suffering in the recession as it is for the Labour Party – have you considered it for your business?

What do you think?