If you’ve walked past your local WHSmith recently, you might have spotted a new name above the door: TGJones. Naturally, customers are now left wondering:

“Who exactly is TG Jones, and what’s he got to do with my meal deal?”

It’s a fair question – and one that shows what can happen when a rebrand isn’t grounded in what customers actually want or need.

Why WHSmith needed a new name

Social media has been buzzing with hot takes on why WHSmith even needed a new name, with many arguing the whole thing feels pointless. But behind the scenes, there’s a practical reason.

When Modella Capital bought out WHSmith’s high street stores, the deal didn’t include the WHSmith name. WHSmith is holding on to its profitable airport and train station stores, keeping the brand name for those locations only. This left Modella with a tricky challenge: how to keep trading on the high street without the WHSmith name, while holding onto a sense of familiarity customers would recognise.

Their solution? TGJones – an entirely made-up name designed to sound reassuringly British, while being broad enough to cover the usual mix of stationery, snacks and travel essentials.

Why customers are confused

The trouble is, TGJones feels disconnected from what customers expect. It’s bland, lacks meaning, and feels like a name plucked from thin air in the hope of sounding heritage-rich. And beyond the new sign above the door, nothing else seems to have changed – leaving customers asking what TGJones offers that WHSmith didn’t?

For many, it feels like an unnecessary change with no clear reason, creating confusion rather than confidence. A rebrand should signal progress, but it also needs to communicate purpose. Without that clarity, even the best-intentioned rebrand risks creating friction and eroding trust.

The high cost of rebranding without insight

TGJones isn’t the first rebrand to miss the mark. Back in 2009, Tropicana’s undertook a controversial packaging redesign, where it swapped its iconic orange-with-a-straw image for a minimalist glass of juice. Within two months, sales had plunged by around 20%, costing Tropicana roughly $30 million before it swiftly reverted to the original design.

It’s a clear reminder that rebrands which overlook what customers value can have a very real, measurable business impact.

How insight-led rebrands get it right

At Clusters, we’ve seen how rebrands can successfully evolve a business without alienating customers – when they’re rooted in insight.

Take the luxury retirement brand we partnered with, seeking to reposition and rebrand its portfolio to occupy distinct spaces in the market. We gathered customer insights to guide which brand elements to retain, which to evolve, and how to communicate the changes clearly and confidently.

Or the fashion brand debating whether to change its name due to negative connotations in the UK market. Our quantitative testing helped them understand whether the benefits of a name change would outweigh the risks of moving away from a recognised identity.

In both cases, customer insight acted as a compass, ensuring rebranding decisions were grounded in what customers actually want and expect, while aligning with the brand’s ambitions for growth.

The takeaway

A rebrand is never just about a new name or a fresh logo; it’s about keeping your brand relevant, trusted, and valued by your customers. The TGJones example reminds us that when customers don’t understand or see the benefit of a rebrand, they will quickly let you know – and often very publicly.

If you’re considering a rebrand, the first step should always be to listen to your customers. Understanding what they need, what they value, and how they respond to potential new directions will help ensure your rebrand drives growth rather than confusion.

Thinking about a rebrand? We’d love to help you shape it with insight, not guesswork. Get in touch to arrange a chat with us.