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
Character
Comment
Leading
Politics
9 min read

Jimmy Carter: five takeaways from a life well-lived

Lessons for budding politicians and the rest of us.

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

Jimmy Cater stands on a convention stage looking out over the crowd.
Accepting the presidential nomination, 1980.
Carter Center.

The year was 2014. Jimmy Carter was writing his concluding remarks for a new book of reflections to mark his 90th birthday. He and Rosalynn had already been married over 68 years. He wrote: 

“The life we have now is the best of all. … We are blessed with good health and look to the future with eagerness and confidence, but are prepared for inevitable adversity when it comes.”

Amazing. 

Of course, I am partial when it comes to Jimmy Carter. He was one of a small handful of people who I’ve found to be genuinely inspirational. Here was a man who seemed to epitomise decency, hard work, public service and humility. 

Yet his failure to be elected for a second presidential term led to him leaving the White House to calls of derision and a common assessment that he was, ‘the worst president ever!’ By contrast, his subsequent work as a peacemaker, housebuilder and humanitarian was exemplary.  

Since his death on December 29 a great deal has been written. From factual obituaries to celebratory eulogies the column inches have been vast. The tributes have been fulsome. 

“He was a committed public servant, and devoted his life to promoting peace and human rights. His dedication and humility served as an inspiration to many, and I remember with great fondness his visit to the United Kingdom in 1977.” 

King Charles 

 

 “… he taught all of us what it means to live a life of grace, dignity, justice, and service.” 

Barak Obama. 

 

“… he truly loved and respected our Country, and all it stands for. He worked hard to make America a better place, and for that I give him my highest respect.” 

Donald Trump 

In more recent years his time in office has been subject to a re-evaluation. His presidency in no longer seen as the debacle of a ‘hapless and weak’ leader that it was caricatured as for so long. Not given to short-termism and often ahead of his time, as Stuart Eizenstat wrote in 2018, ‘[he] delivered results, many of which were realized only after he left office.’ 

So, what are the lessons that Jimmy Carter’s life can offer budding politicians and, indeed, the rest of us too? What is there to be learnt from this life well-lived in which Playboy Magazine, the Guinea Worm and a ‘killer rabbit’ all feature? 

Here are five takeaways from Carter’s life and experience. 

# 1. You can never control what happens

There is an apocryphal story in which a journalist asks Prime Minister Harold Macmillan what the most difficult thing was about running the country. Macmillan’s insightful, if fictional, response was genius, ‘Events, dear boy, events!’ 

In many ways Carter’s election to the White House was clearly a reaction against the events that had engulfed the previous administration. He was very definitely not ‘Tricky Dicky’ Richard Nixon. Yet it was to be events that undermined his presidency. 

From double-digit inflation of over twenty per cent to the oil crisis and the soaring price of fuel following the Iranian revolution, the economy was not in good shape. His policy was ridiculed as ‘stag-flation’ (low growth, high inflation) and the experience of ‘gasoline lines’ alienated many who had supported him. 

The nation’s anxieties about energy were only further heightened by the Three Mile Island nuclear accident in 1979. 

In many ways Carter was ahead of his time on environmental issues. He had solar panels installed on the White House roof. His successor, Ronald Reagan, had them removed. 

Then, when an Iranian mob seized the US embassy in Tehran and 52 Americans were held hostage for 444 days, the clamour was for something to be done. The attempted rescue mission was an unmitigated disaster. Two aircraft collided on the ground in the Iranian desert and eight service personnel were killed.  

It all added to the narrative that Carter was not up to the job.  

He was president at a particularly difficult moment of history and was himself a hostage to events. Sometimes you can do your very best, make the best calls available to you and still lose.  

Part of the reassessment of his time in power is that his economic strategy did work, it was just that Reagan benefited from it.  

It is also believed that there were politics involved in the timing of the release of the hostages from Iran. Carter had completed the negotiations, but their release on January 20, 1981, minutes after Reagan’s inauguration was certainly no coincidence. 

#2. Honesty is the best policy

During his presidential campaign in 1976, Carter famously pledged: 

“If I ever lie to you, if I ever make a misleading statement, don’t vote for me. I would not deserve to be your president.” 

There is no doubt that Carter’s reputation for speaking the truth underpinned many of his administration’s successes.  

The Camp David accords brought an enduring peace between Israel and Egypt. His role as a trusted, truth-telling mediator for their leaders was pivotal for the process. It also anticipated much of his post-presidential work that ultimately led to his being awarded the Nobel Peace Prize in 2002. The Nobel citation lauded him for: 

“… his decades of untiring effort to find peaceful solutions to international conflicts, to advance democracy and human rights, and to promote economic and social development.” 

Carter, however, also learned that truth-telling was also a double-edged sword. In his first presidential campaign he did an extended interview with Playboy magazine. The interviewer raised the concern that some voters were uneasy about his religious beliefs and feared he would be an unbending moralist. Carter attempted to say that he was no better than anyone else. He confessed: 

“I’ve looked on a lot of women with lust in my heart. I’ve committed adultery in my heart many times. This is something God recognizes I will do – and I have done it – and God forgives me for it.” 

On the TV Saturday Night Live mocked him; secular pundits painted him as a ‘redneck Baptist with a hotline to God’, while Conservative Christians questioned whether he had the moral character to lead the country having granted an interview to such a salacious publication. 

Then, while in office in 1979, concerned about the mood of the country, he held intense discussions with a cross-section of guests at Camp David to help address the situation. It resulted in a speech where he talked about the “crisis of the American spirit”. He suggested, “we are at a turning point in our history” and warned against choosing 

“… the path that leads to fragmentation and self-interest. Down that road lies a mistaken idea of freedom, the right to grasp for ourselves some advantage over others. That path would be one of constant conflict between narrow interests ending in chaos and immobility. It is a certain route to failure.” 

Initially well received, media coverage quickly turned it against Carter. They maintained he was blaming the American people for the failings of his own administration. They labelled it ‘the malaise speech’’. Now political pundits see its forewarning of political paralysis and fragmentation as ‘prescient’. 

Over the decades Carter’s commitment to tell the truth has borne fruit. Truthful consistency over the years established a secure foundation for trust. Such trust has then provided the opportunity to work for good outcomes in difficult, dangerous and demanding situations.  

#3. ‘All people are equal’

Carter grew up in relative poverty with no running water or electricity in Archery, Georgia. His mother was the community midwife, and his father farmed. Of the 200 residents only two families were white. The boys he played with and worked with were all African American.  

In his 1971 inaugural address as Governor of Georgia, he made his stance and agenda abundantly clear: 

“I say to you quite frankly that the time for racial discrimination is over.” 

This was no mere sloganeering or political positioning. As governor he appointed more minorities and women to state government positions than all of his predecessors combined. This was a habit he continued as president appointing a then-record number to federal posts.  

Civil rights activist, Andrew Young, said of Carter: 

“All the liberals I had worked with got nervous in a room full of Black people, and Jimmy Carter didn’t” 

#4. Reputation is about character, legacy is the result of hard work

It is a wonder that any politician aspires to high office. The attention of the media is relentless and their scrutiny forensic: mistakes are highlighted, misjudgements castigated and personal flaws relentlessly scorned. 

Carter never courted the media, and they did him no favours. When he left the White House after his landslide defeat to Reagan, his standing and reputation were shot. But he did not take up lucrative opportunities in industry or the world of celebrity. Rather, through the Carter Center he established in Atlanta, he set about his peace-making and humanitarian work under the banner of ‘Waging Peace. Fighting Disease. Building Hope’. 

The work accomplished is impressive from the monitoring of 125 elections in 40 countries to their leadership of a coalition of agencies committed to the eradication of the Guinea Worm parasite. With the latter, the 3.5 million cases reported each year in the 1980s, by 2023 had fallen to a mere 14. As James Fallows observed in The Atlantic

“… as unglamourous as it sounds, [it] represents an increase in human well-being greater than most leaders have achieved.” 

For over 40 years since leaving the White House, Carter put in the hard yards. His consistency of character, integrity and respect for others have ensured his reputation as well as his legacy. As Rolling Stone headlined in their obituary,  

“the 39th president will be remembered for his extraordinary decency and philanthropic legacy.” 

#5. A moral centre

Jimmy Carter was clear about how his faith defined, motivated and sustained him.  

Speaking to a convention of Methodists he shared: 

“I am a peanut farmer and a Christian. I am a father, and I am a Christian. I am a businessman and a Christian. I am a politician and a Christian. The single most important factor in my own life is Jesus Christ.” 

It was his grasp of the message of Jesus that inspired and animated his life of service. It was his faith relationship with Jesus that nourished and energised him.  

On another occasion he was quite clear: 

“My faith demands — this is not optional — my faith demands that I do whatever I can, wherever I am, whenever I can, for as long as I can, with whatever I have to try to make a difference.” 

That just leaves the tale of the ‘killer rabbit’.  

While out fishing in 1979 a swamp rabbit began swimming toward his boat. Taking an oar, Carter chased the creature off with a few flicks of water. It was the sort of stupidly trivial incident that no one involved would ever normally remember – until the press got hold of it. The Washington Post ran the headline “President Attacked by Rabbit” along with a cartoon entitled “PAWS”, parodying the hit movie “JAWS”. 

The story was a PR nightmare and was milked by a hostile press for a week. It reinforced their narrative of Carter as a helpless laughingstock, a bumbler flailing around and not up to the task.  

The story was a cheap shot. But Carter appeared not to have been left bitter about it. When his biographer Jonathan Alter raised the story for discussion, “He smiled ruefully.”  

Jimmy Carter (1924-2024). As his friend Bob Dylan said: 

“He was a kindred spirit to me of a rare kind. The kind of man you don’t meet every day, and that you’re lucky to meet if you ever do.” 

 

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