Article
Comment
Easter
Politics
4 min read

Amid the power plays the Passion of Zelensky stands out

How to respond to the Trumps and Pilates of this world?

George is a visiting fellow at the London School of Economics and an Anglican priest.

President Zelensky, wearing black, sits silently.
White House via Wikimedia Commons.

It started with prime minister Keir Starmer’s shameful toadying to President Donald Trump in the Oval Office at the White House, when he flourished a letter from his King inviting Trump for his second state visit to Britain. 

My first thought was what Starmer was going to produce for Ukraine’s Volodymyr Zelensky when he visited London shortly afterwards. A Fortnum & Mason voucher? My second thought was marginally more profound. Thirty pieces of silver came to mind. And I wondered why. Was it possible that Starmer was betraying Ukraine for the trinkets and baubles of our monarchy, just to stay in favour with the world’s most powerful man? 

As we have just slid past Ash Wednesday into the season of Lent, these thoughts take on a fiercer focus as the ends of our stories look like they’re in our beginnings, as the cast of characters in Passiontide ahead of Easter seem to take their places in our world politics now. 

Is US Vice President JD Vance a little like the Temple high priest of Jerusalem, Caiaphas, when he demands rhetorically: “It is better for you that one man die for the people than that the whole nation perish”? Isn’t the price of bringing Zelensky down and appeasing Russia’s Vladimir Putin worth it for peace in Ukraine? 

It might be customary in a column such as this to continue to ascribe characteristics of the cast of the Passion of the Christ to the leaders of today’s great powers. But that’s too easy and doesn’t really work. Starmer is no Judas. His courtly flattering of Trump preceded the attempted humiliation of Zelensky in Washington and since that event Starmer is widely applauded across the political spectrum for playing a blinder and not putting a foot wrong. 

He is no betrayer of Zelensky, quite the reverse. And, anyway, casting him in that role risks the sacrilege of deifying Zelensky, who is definitely not the Messiah. Indeed, you don’t have to be a devoted Trumpian to invoke Monty Python’s Life of Brian and note that his performance before Trump and Vance was not messianic, but that of a very naughty boy. 

Such comparisons are not going to get us very far. Maybe it’s better to turn them the other way around. Of greater value, perhaps, is to use the power plays that we’ve just witnessed on our global stage better to understand the one we’ll shortly be commemorating from a couple of millennia ago in Jerusalem. 

In doing so, we may even begin to peek into some insights that demolish any case that the historical events of Passiontide are of no relevance today. And this isn’t just about politics, it’s about our human capacity for abusive power. 

Like Trump, Pilate just wanted to make a deal to keep the peace. Like Trump, he told Jesus that he wasn’t being sufficiently appreciative of what he was trying to do for him.

Take that scene in the Oval Office when Zelensky was bullied by the two most powerful figures (Elon Musk excepted) in the new US regime. It’s a classic weapon in any domestic abusive relationship to blame the victim. So it was that Trump/Vance sought to blame Zelensky and by extension his nation for his and its oppression by Russia. 

And so it was when the Nazarene stood before Pontius Pilate, the mouthpiece of the most powerful man on earth of his day, the Emperor of Rome, Tiberius. The similarities between the two situations are striking. And not just because one can reasonably doubt that Jesus of Nazareth wore a suit on that day either. 

The latter, a battered artisan and preacher from the provincial hills and a man described as being “without sin”, was a classic subject of victim-blaming. Like Trump, Pilate just wanted to make a deal to keep the peace. Like Trump, he told Jesus that he wasn’t being sufficiently appreciative of what he was trying to do for him. Like Trump, he told him that he had absolute power over his fate. And, like Trump, he is certain that truth is anything he wishes it to be in the moment when he asks contemptuously: “What is truth?” 

The intriguing question is how this tells us to respond to the Trumps and Pilates of this world. In the immediate circumstances of interrogation in both the Oval Office and the praetorium, the answer seems partly to be silence. The Christ chooses it; Zelensky has it forced upon him by the coercive control of his interlocutors. 

Again, I make no claim for a Christ-like Zelensky. But silence as a human response invariably has its source in humility. In the most worldly of senses, that is now very apparent in the conciliatory words of the Ukrainian president towards his bully, calling his leadership “strong”, regretting how the meeting turned out and expressing willingness to return to the table. 

Humility isn’t weakness. It brings the power of peace and enables the triumph of love. That’s the lesson from two thousand years ago. And the lesson is also that no good can come from a total lack of it, just as for Trump as it was for Pilate. 

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Article
Comment
Identity
6 min read

Identity is more than mere branding, ask WH Smith

It's not just nostalgia that's being generated by the retailer's demise

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London. 

Cyclists and pedestrians pass in front of a WH Smith store front.

So, alas, no more WH Smith on the British High Street. Then, to add insult to injury, the chain of shops will be rebranded by the private equity firm, Modella Capital, as TG Jones. A move to ensure the stores retain “the same sense of family”. 

Really? 

I was surprised. Not by the news. We’ve seen so many once famous names disappear, another one is hardly noteworthy. But no, I was surprised by my reaction when I heard. 

I’m not quite sure what the emotion was. It nestled somewhere between 

“NO!” 

and, 

“They can’t be serious!” 

Somewhere between warm-hearted nostalgia and gob-smacked incredulity. 

I have loved Smith’s since forever. As a boy, in a small market town in Norfolk, the kiosk at our railway station was where I went to buy my Commando war story comics. As a teenager it was the music and video department I frequented. Then, newly married it was photo albums followed by all the school supplies of pencil cases and folders our growing family needed every August. Our memories exert a powerful influence on us. 

But the nostalgia goes deeper than that. It is a British institution. WH Smith and Sons, as I originally knew it, began life in 1792 in a news vending shop established by Henry and Anna Smith in Little Grosvenor Street in London’s Mayfair. 

Their grandson, William Henry (of the WH) joined the firm as a partner in 1846 and was responsible for their expansion through railway stations. Taking advantage of the boom in rail travel their first news stand was opened at Euston Station in 1848 by securing exclusive rights to operate with North Western Railways. This was swiftly followed with a similar deal with Midland Railways. 

Across the years innovative entrepreneurship has been part of who they are. They pioneered wholesale warehouse distribution through their sites in Birmingham, Manchester, Liverpool and Dublin. 

Then, along the way, in 1966 they introduced a 9-digit code to improve their book reference system. Eight years later their Standard Book Numbering (SBN) system had been universally adopted as the internationally recognised ISBN classification on the back cover of every published book. 

Their company history also includes novel initiatives like a circulating library, a travel agency, the DIY chain Do It All, a 10-year ownership of Waterstones, satellite TV with their own sports channel in the mid-1980s, and more recently, in-store post offices and the online personalised greeting card brand, Funky Pigeon. 

Smiths is a company that is deeply embedded in the life of our country. It’s deeply embedded in my life story too. Of course I’m going to feel nostalgic about it. But, do you know what, I can’t remember the last time I went into one of their iconic shops and actually bought something! 

And that’s probably it, at least in retail. Any nostalgia on my part is, at most, only of the wistful variety. 

As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

While the High Street shops do remain a going concern, it is their travel hub network in airports across the world that make the serious money and will retain the WH Smith branding. Hence, the change of name to TG Jones and the source of my “gob-smacked incredulity”. 

Now it is easy to understand how a move from WH Smith to TG Jones makes a lot of sense. Modella Capital were swift to affirm that it is “business as usual”. All the stores will remain open, doing what they do now, with all the staff retained. Two initials and one of the most common surnames is replaced by two initials and one of the most common surnames. 

Now the juxtaposition of Smith and Jones is very tempting in its offer to reference specific 1970s or 1980s TV shows. From a marketing perspective it is so cheesy, at least to anyone over 60. But to put that aside: what is in a name? 

WH Smith is a 233-year-old company and remained in the hands of the family until 1972. It has a heritage that has real substance behind it. It is the genuine fruit of all that has gone before. TG Jones is a fiction. A necessary invention to fill the gap, to provide a new name in place of an original that has migrated elsewhere. As Charlotte Black, chief strategy officer at Saffron Brand Consultants observed: 

“It feels incredibly close, a poor mirror of WH Smith and not necessarily very well thought through … I would say it feels hasty – an ‘insert here’ strategy – and a bit of a missed opportunity.” 

Ultimately, it’s about identity. Superficially it appears that a genuine history is being supplanted by pure fabrication. Any “sense of family” in TG Jones is vacuous because TG Jones never existed. There is no back story. 

WH Smith, on the other hand, does have a back story. Yet, having been a company run by shareholders since shortly after the second world war, how real is the “sense of family” there either? This is not the proverbial ‘mom and pop’ store. It is actually a corporate leviathan. There might be a sense of rootedness in the name, but a “sense of family” disappeared a long while ago. 

Now, with the name gone, the High Street shops have even lost that sense of rootedness, however tentative it had become. Where does that leave their identity? I’m sure the branding consultants and marketing departments have been all over this. However, identity is not established just by saying that something is so. 

Thinking about Smith becoming Jones then sent me down a rabbit hole of thoughts. So, bear with me here. 

We all know about identity because we all have one. 

At any given moment in time we are the product of a complex interplay of things. From our families and where we grew up, to the choices we’ve made and those that are foist upon us. The experiences we’ve had shape us. They make us into the people we are and help define our identity. 

Yet nothing is set in stone. There is something intrinsic to life that is dynamic, ever-changing and open to all kinds of possibilities. It is dynamic and multi-dimensional and alive to endless possibilities. 

In this sense, life is not deterministic, and our identity is not fixed. How we see ourselves and how others see us can change. As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

That change can be evolutionary or revolutionary, it can come from inside ourselves, or result from our responses to what comes at us from outside. Life is a constant process of becoming who we are. Our choices matter. They have consequences. Nothing stands still. 

The possibility of turning life around, the opportunity of making fresh starts and hopeful visions for a better future have proven to be the bedrock of human resilience. The essential ingredients to ‘pick yourself up, dust yourself off, and start all over again’, to quote the famous 1930s standard. They’re also foundational insights that underpinned what Jesus stood for and taught. Proven across the range of human life, activity and ingenuity 

But back to TG Jones, I think I’m with Charlotte Black, the renaming is hasty, ill-thought through and a missed opportunity. Maybe the name will go the same way as Royal Mail’s abortive makeover as ‘Consignia’ in 2002. Identity is more than branding; we will know it by its fruit. 

In the meantime, when the new regime has established itself, I may swing by to see what they’ve done with the old place. 

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