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
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Freedom of Belief
Gaza
Middle East
Migration
7 min read

What the Gaza conflict and the asylum seeker row have in common

Iran’s persecution drives its Christians here. This is their story.

Graham is the Director of the Centre for Cultural Witness and a former Bishop of Kensington.

Rows of soldiers march away from the camera, two in the back row turn their heads back.
Officers at Iran’s Sacred Defence Week parade, 2023.
Tasnim News Agency, CC BY 4.0, via Wikimedia Commons.

The Israel-Gaza war and the recent row between the church and the UK government over asylum seekers don’t seem on the surface to have much to do with each other. But they do have a common denominator: Iran.  

Iran may not have directly sponsored Hamas’ infamous attacks on Israel on October 7th but without Iranian support for Hamas, it is unthinkable that they would have happened. Iran remains on the list of those countries who sponsor terrorist organisations across the Middle East, such as the Houthis in Yemen, and are widely regarded as a force for instability and undermining democracy across the region.  

It is also one of the most repressive nations on earth. It counts in the top ten of countries where freedom of religion or belief are restricted. According to the Open Doors’ World Watch List, list, Iran is the ninth most dangerous country to be a Christian in 2024, just behind Sudan and ahead of Afghanistan. With 1.2 million Christians in the country, they make up just 1.4 per cent of Iran’s population, and yet, they are considered to be a risk to national security and a means by which the West is seeking to undermine the Iranian government. This inevitably makes life incredibly hard for the Christians who call Iran home; to be a recognised Christian means to live your life as a second-class citizen, under constant surveillance, and enduring endless discrimination. 

Given that Iran is hardly a friend of the UK, the USA and its allies, you might have thought western governments would do all they could to support people seeking to escape the country, or a movement that draws people away from the influence of the mullahs. Which makes the attack on asylum seekers seeking baptism in UK churches all the more perplexing. 

Over the past week, Seen & Unseen has spoken to several Iranian Christians in the UK. These are definitely not bogus Christians. Some came to Christianity in Iran after a Muslim upbringing. Others were born into the small Christian community in Iran. Some are training to be ordained in the Church of England, and many of them have been imprisoned for their faith in Iran before coming to the UK. 

“The persecution that Christians are facing in Iran is absolutely real. Does that mean that some of them are leaving the country? Yes. I had to. I’m here. I had to leave my home.” 

One man, Mehdi (his name has been changed to protect his identity) became a Christian in Iran at the age of 18. His older brother converted to the new faith first and Mehdi, having seen his big brother struggling with violence, anger, depression and drugs, was curious about the complete and immediate change in his brother’s life. That curiosity led him to believe in Jesus. It became immediately obvious to these two brothers that their new faith was going to make their life complicated; and at the age of 20 and 26, they found themselves being arrested for the first time.  

He explains what drew him, and many others to Christianity. “It’s the same for many Iranians. There were people around us who are who were, and still are, dealing with lots of difficulties because of the economic situation, because of the oppression and corruption of the government. It feels like there’s no hope, no solution. The only solution can be found in the hidden places. It’s Jesus. He is the hope of a new life.” 

He tells us how Iran sees Christians: “They believe that Christianity is a weapon of Western countries, with a long-term plan to convert Islamic countries like Iran so that they can alter the culture and take the power.” 

After years in prison, much of it in solitary confinement in degrading conditions and yet more threats from the authorities, he was forced to leave Iran. He is now living in the UK with his wife, and at the midway point in his training to be a priest.  

We wanted to know what he thought of the comments concerning the church and ‘bogus asylum claims’: 

“The violation of human rights, the right to both free speech and freedom of belief, in Iran is real, it’s true, it’s happening. The persecution that Christians are facing in Iran is absolutely real. Does that mean that some of them are leaving the country? Yes. I had to. I’m here. I had to leave my home. And there aren’t enough legal routes, there aren’t enough ways to seek asylum in countries like the UK.  

So, it’s true that Christians are leaving Iran. I’m one of them. And I was incredibly lucky, I got here safely and securely.”  

Another convert, Hassan (also a false name to protect identity) while at home in Iran, went though the usual teenage angst, wondering about his place in the world, and whether God really exists. He delved into Islamic theology but says it left him ‘feeling empty’.  

After a few months of praying that God would somehow reveal himself, Hassan had a dream of a figure on a cross. This was the beginning of a journey that led him to faith in Jesus Christ. Hassan talks about his experience with the immigration system: “It’s hard for the Home Office, but the church has an important role to play – to support the people who have been persecuted, who have never before had a place to learn about or worship God. Those who have never had the freedom to express their faith, or live in their faith.”  

They are habitually religious people, so are not naturally drawn to atheism or agnosticism. On arriving in the UK, which they assume to be a Christian country, they naturally want to explore the faith of the country that they have arrived in. 

An Iranian refugee Darbina, unlike the others, was born as a Christian into a Christian family. Yet she speaks of how Christians are persecuted in Iran. She says they are treated like second class citizens, unable to sell food because they are regarded as unclean, unable to enter many professions because they are Christian. She describes the open surveillance of Christians. Her father, a pastor, was imprisoned for ‘acting against national security’ by organising small groups and illegal gatherings. Eventually Daria herself was imprisoned for a year. She experienced degrading treatment as a woman in a predominantly male prison, and frequently had to listen to the torture of others.  

There is another common story. Many Iranians leave Iran not yet as Christians, but seeking a better life from an economically depressed nation and disillusioned with the form of Shia Islam found in the country. They are habitually religious people, so are not naturally drawn to atheism or agnosticism. On arriving in the UK, which they assume to be a Christian country, they naturally want to explore the faith of the country that they have arrived in, even when they find the UK church more lukewarm than they expected. Of course, there are a number of Iranian Christians already in the UK such as Mehdi, Nasir and Daria, ready to help them discover a faith which has become vital to them. This would seem a much more common explanation of Iranian Christians wanting baptism, then simply a cynical attempt to manipulate the asylum system.  

Of course, there are Iranian and migrants from other countries claiming false conversion as a means of advancing their case for asylum. No-one doubts that. Yet the problem has been exaggerated. A recent Times report found that since January 2023 only 28 cases were heard at the Upper Tribunal Court in which a claimant cited conversion to Christianity as a reason to be granted asylum – in other words, just one per cent of cases heard. And of those 28, seven appeals were approved, 13 were dismissed and new hearings were ordered in eight cases. Hardly an ‘industrial scale’ operation. Yet there is a great deal of evidence of numerous people like those we spoke to, who have genuinely converted to Christianity, either in Iran itself, or in the west.   

More significant than the comparatively small number of fake claims, is evidence of a genuine religious revival amongst Iranian Muslims, drawn to Christianity as a more attractive option than the oppressive form of Islam they find in their homeland. Attacks on Iranian and other migrants, with the implication that all Iranians seeking conversion are bogus, or at least feeding suspicion of such claims to conversion is undermining exactly the kind of movement that you would have thought that the British government would be wanting to encourage. 

If there is something of a spiritual revival taking place amongst Iranian Muslims then this should be something to be celebrated rather than penalised or tarred with the brush of deception. We owe it to these people who have risked their lives to find a better way of living and believing.