Article

Comment

Identity

4 April 2025

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 Standing

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

Culture

Time

12 March 2024

5 min read

Ted Giola is right: we’re all addicts now

Addiction to distraction prevents deep thought about our place in time.

Jonathan Rowlands

Jonathan is a theology lecturer and Liverpool FC fan.

A clock repair peers at a clock he is repairing, amid a see of alarm and wall clocks on display

There’s a joke told by David Foster Wallace in a speech called “This is Water”. Two young fish are swimming and come across an older fish swimming the other way. The older fish says “Morning boys! How’s the water?” The two fish swim on until one of them turns and asks, “What the hell is water?” Unlike fish, however, for humans time is the water in which we swim. There can be no understanding or meaning in life without time.

Take the ending of the old BBC sitcom Blackadder Goes Forth. It’s set in World War One, as a group of soldiers try to escape the near-certain death of going over-the-top. In the last episode, they are stood at the foot of their trench, waiting to attack the enemy. Suddenly, the artillery stops. One soldier takes this as good news: “It’s over!” he shouts, “The Great War: 1914 to 1917!”

This joke only makes sense with time. I can only find this funny from the perspective of someone in a different time from those in the narrative. This only makes sense to someone who knows the war instead finished in 1918. Time makes the joke.

Robert Jenson, the late American theologian, was wrong about a lot. But he was often wrong in the right way. Jenson wasn’t afraid to follow through on the implications of some of Christianity’s most fundamental claims, even if led him down paths others would be wary of treading. If Jenson ends up entering the pantheon of the Church’s great teachers, it will be for his flaws as much as his successes.

We are, Giola argues, entering a ‘post-entertainment culture’. We’re no longer seeking entertainment. We’re seeking distraction.

One of the most helpful aspects of Jenson’s theology is on time. We often think of time as some sort of process, a way of moving through life and getting from A to B. However, Jenson stressed that time is a creature: a thing given existence by God, not just some neutral aspect of the universe to be taken for granted. God is without time and may have created us to be creatures without time, too. But God did create time and created us to live within time. This suggests we might learn something about human nature by reflecting on what it means to be creatures that inhabit time.

But time is so ubiquitous that we can’t think about time except as creatures within time. It is, in other words, like trying to bite your own teeth.

Okay, great. Time is important. Big deal. Why should you care? Isn’t this just the sort of nonsense philosophers come up with to look busy? Well, this matters because our ability to think with and in time is under serious threat. And with it, our ability to flourish as creatures.

For the last two years, the famed music critic Ted Giola has offered his thoughts on the state of culture. This year’s is a rather bleak read.

Giola argues that we’ve misunderstood the relationship between art and entertainment. We often think of art as something done for the artist, while entertainment is something done for the audience. Creatives must choose whom they create for: themselves, or their audience.

Instead, Giola suggests it’s better to think of a food chain. Entertainment is parasitic upon art and uses the artistic to fuel its inexorable growth. Recall Martin Scorsese’s infamous comments about the Marvel cinematic universe: they’re not cinema, they’re rollercoster rides; they’re not art, they’re entertainment.

But there’s always a bigger fish. We are, Giola argues, entering a ‘post-entertainment culture’. We’re no longer seeking entertainment. We’re seeking distraction.

But the short-term, instant response culture that social media habituates us to cannot come at the expense of the long-term work of genuinely deep thought.

Films become TV shows become TikToks. Books become blog posts become tweets. The ways in which we engage in reflection upon the world around us are increasingly reduced to shorter and shorter soundbites and the expense of substantive, thoughtful analysis.

Distraction involves short, repetitive interaction with stimuli to produce dopamine hits. Because this leads to pleasure, we repeat the process until we become habituated to it. We become addicted to it.

Crucially, this addiction to distraction itself is the very thing being sold. We don’t become addicted to the content of what we watch; we become addicted to the form of it. “The medium is the message,” Marshall McLuhan famously said, and so it is here too. We are becoming habituated to addiction itself. Distraction is merely the way in. We are, as Giola shows, all addicts now.

There are, of course, numerous worrying issues this raises. Giola himself does a fantastic job at covering some of them. However, in addition to all the psychological harm this addiction does, our addiction to distraction is curtailing our ability to inhabit our nature as creatures in time.

As we saw earlier, time brings perspective, and perspective brings understanding. We depend on time itself to help us make sense of events in the world and in our lives. The creature that is time is, in this respect, a gift from God and a reminder of our own limitations as co-creatures with it.

But, the more we become addicted to short-term distraction, the less able we are to inhabit understandings of the world that emerge as a result of long-term reflection and deep thought. We are becoming creatures in time who are gradually losing sight of our dependency on time itself to understand what is most in service of the common good.

Look, social media and everything that accompanies it can be great. The ability to respond to news in real time has its benefits. Public narratives have become increasingly democratised and that is only a good thing. But the short-term, instant response culture that social media habituates us to cannot come at the expense of the long-term work of genuinely deep thought.

If we are to move away from the near-universal sense that everything is on the verge of collapsing into chaos, perhaps the first step we might take is to begin again to work with, not against time. If the short-termism underwritten by addiction to distraction is one of the myriad factors that contributes to our pervasive sense of unease, perhaps we might commit to thinking more slowly?

Robert Jenson was right; time is a creature. We forget this at our peril. Some things can only be healed with patience and the slow passage of time. Until we retrieve an understanding of time as gift, not burden, our capacity to grapple meaningfully with the real substantive issues we face will remain beyond our reach.