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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Article
Belief
Comment
Wildness
7 min read

In Search of Wild Gods: Nick Cave and Tom Holland in conversation

On unexpected and remarkable connections in a time of change.

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

A view of an in-conversation on a stage, with a video screen above showing a close up.
x.com/readalanread

“I’ve got to ask this, the opening lyric of one of your most famous songs says, ‘I don’t believe in an interventionist God.’ Do you now?” 

A nervous, but anticipant chuckle, rippled around the audience. How would the world-famous rock star answer? 

With his band the Bad Seeds, Nick Cave, was in the middle of a world tour having completed the European leg with two sell-out nights at the O2 in November. 

“I don’t know.” He said. 

“I don’t sort of test God. I do pray, but I don’t pray for things.” 

It was a cold January evening, a Thursday, and actually freezing outside in central London. But inside the hall 800 souls had turned out to hear a conversation billed as In Search of Wild Gods. A not-so-subtle nod to Cave’s critically acclaimed recent album, Wild God

Organised by the online news and opinion website UnHerd, and hosted by its editor Freddie Sayers, Cave was joined in the conversation by The Rest is History podcaster, Tom Holland. Two men who on the surface would appear to have little in common and exist in different worlds. 

Sayers confessed that, though a non-Christian himself, he found something ‘enticing’ about his guests. Especially so in the way they think deeply about the biggest questions of life, faith, values and personal experience. 

The conversation was candid. Cave spoke movingly about how in the structure and liturgy of a twelfth century church he had discovered the purpose-built place for his ‘existential sorrow’.  He shared how he and his wife Susie were quietly prayed for by an old lady at a communion service and had experienced ‘a deeply, deeply moving movement from a kind of inner despair to a sort of relief’.  

For Cave there is something ancient, something beautiful, something that evokes a profound sense of humility that this form of worship immerses and buries him in. Then it is the Christian story that pulls everything into focus. 

“I’m a storyteller, it’s the way I see the world. I see the world naturally, symbolically, poetically and so the story of Christ fits in there very well.” 

And the album Wild God charts the movement in his journey towards joy. 

“I called all around me, said have mercy on me please 

For joy. For joy. For joy. For joy. For joy.” 

Tom Holland’s story is different. Having grown into an atheist who considered the supernatural to be ‘essentially nonsense’ he happily became a writer of vampire fiction. However, as he progressed into writing history, he realised that to properly understand the world of the Romans or Vikings you have to imaginatively enter their supernatural world. If you don’t, it doesn’t make sense. 

First writing about the ancient world, and then about the beginnings of Islam, he realised how alien they seemed to his own core instincts. His journey had begun. He was discovering the fruit of having been brought up in a society and culture shaped by Christianity for a thousand years. 

Writing his best seller Dominion only further deepened this conviction. The realisation that his belief of every human being endued with an inherent dignity and value rests on the Genesis story of God creating men and women in his own image was a revelation. If this biblical framing is lost then human life is even more vulnerable to exploitation, manipulation or extermination. As some radical voices proposed during the pandemic, ‘humans are the real virus!’ 

Then, fear driven experiences added a further dimension to his growing convictions. While filming in Iraq, having previously entered no-man’s land between the Kurdish and ISIS forces, he entered an Armenian church ISIS had trashed. The one unbroken object was a framed picture of the Annunciation and the Angel Gabriel speaking to Mary. In that moment he felt the rush of something very strange and felt the presence of an angel. This was something of a surprise. He reflected: 

“… realising that if I could seriously think that I could experience an angel it was kind of an amazing experience. I would have never in my wildest dreams imagined that I could literally be able to believe in an angel, and for a brief moment I did believe that I could experience an angel … I know what it's like to believe this and it is incredible.”  

For Holland, allowing himself to consider that the world may be stranger than he thought was a game changer. Having been diagnosed with cancer during the pandemic he believes a prayer for divine help at the site of an apparition of the Virgin Mary was answered. It left him with the bemused thought, ‘this is brilliant I'm a Protestant Atheist who is contemplating the possibility of a Marian intervention.’ 

When Sayers asked Holland and Cave whether they think about themselves as Christians, Holland was clear, ‘I do’. He has come to own that his deep-seated ‘gut convictions’ have no objective justification outside of Christian faith. Added to this his profound experience of the supernatural is Christian and he has no experience of any other way of approaching the divine. He admitted that even allowing himself to contemplate the possibility of faith felt a little illicit at the time. Yet he realised opening himself up to the possibility made his life happier and more interesting. Even so, he still does not believe in life after death. 

Cave was more circumspect. He didn’t feel the need to call himself a Christian or not a Christian. 

“… but I have to say there are moments in church where this feeling is washing over me and I'm thinking about these claims that are being made, and I can kind of believe it. It feels like there is something that is both truthful and imaginative … that is more beautiful than rational truth and feels like something that I really truly can believe in. That doesn't mean that I feel that way all the time, but I do feel that really seeping into my life more and more and I guess this is the beauty of the ritual of going to church.” 

Sayers wondered whether we are at a ‘change moment’ in Western culture. With past certainties falling away, political upheavals and technological changes he wondered whether we were at the beginning of momentous shifts? ‘It does feel’ he suggested, ‘like this is a time where things are being revisited at a really fundamental level and people are searching.’  

Holland was not so sure. He saw the rapid fading of Christianity in the West and the subsequent fading of the ‘muscle memory of values’ as pointing in the other direction. Atheists at least took Christianity seriously, but he saw a rising generation with no understanding or interest in the stories that underpin our culture. 

He was happy to identify himself a Christian and sees this as being inextricably linked with the cultural values that have shaped contemporary Britain. Along the way he hopes that others might be provoked by his example to undertake a similar journey to his own. 

Cave, likewise, didn’t think there was a ‘crisis of meaning’ in the world at large. He was more concerned with what he saw as a ‘general demoralisation’ going on in the West as a result of what was happening in the world. A kind of flattening of expectations, which led him to be concerned about what might rise up on the back of it. 

Yet he sensed there was a change, a ‘quite remarkable’ and fundamental change. Given the kind of platform UnHerd is, he observed: 

“… you've invited me along to talk about my religious ideas no one would have done that five years ago.” 

And maybe that’s it.  

As a musician and poet, through personal tragedy, sorrow and searching, Cave has insights to share about ‘life, the universe and everything’. 

As an historian, Holland’s reflections and personal experience have led him to make, what for him, have been unexpected and remarkable connections. 

Truth be told, Cave and Holland stand in a long line of artists and academics, public figures and popular heroes who have had similar experiences and journeys. Individuals who have made the same kind of connections and sought to share them with whoever wanted to listen. From the author G.K. Chesterton to journalist Malcolm Muggeridge, and the scientist Francis Collins who led the Human Genome Project to physicist John Polkinghorne the list is a long one. 

Maybe what is happening in our culture is the beginning of an opening up of new possibilities in our public conversations. 

The wars and the rumours of wars. The climate crisis. Fuel poverty. The ascendancy of a different brand of political leadership offering a very different view of the world. The existential threat that rapidly advancing technology typified by AI offers, accompanied by the prospect of unimaginable and hopeful advances. All of these trends, and an ever-lengthening list of others, promise a disruption to the patterns of life with which we have become familiar and comfortable. 

Maybe this disruption is the portent of revisiting the more fundamental matters of our existence. 

Maybe, in future, we will look back to Cave and Holland as contemporary prophets whose reflections paved the way forward. If there are cracks in our old inherited order, maybe … 

“There is a crack, a crack in everything  
That's how the light gets in.”

(‘Anthem’ by Leonard Cohen, 1992)

 

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