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Creative Bloq
Creative Bloq
Technology
Erlingur Einarsson

WHSmith's replacement is a cargo cult brand, and it's doomed to fail

WHSmith TGJones
An AI-generated TGJones sign on a desert island.

To understand the branding of TGJones, the rebranded chain of newsagents and stationery/book shops replacing the WHSmith brand on the UK's high streets, we can only really start in one place.

The South Pacific, in the Second World War.

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