By Gunnar Schupelius
With the stroke of a pen, Deutsche Post erases the insignia of its 600-year history. Nobody really understands that, says Gunnar Schupelius.
Deutsche Post has announced that it will drop its name next Saturday. All that remains in the global presence is the abbreviation DHL.
The new CEO, Tobias Meyer, said that 90 percent of the group’s sales came from businesses under the umbrella of the DHL brand. That’s why it was decided to remove the post including the post horn. Literally, Meyer said: “What’s on it should be inside, and that’s DHL.”
This justification is not convincing. Deutsche Post took over DHL in 2002 and massively expanded its parcel business with this company. It became the world’s leading logistics service provider.
This rise is not only due to DHL, but at least also to Deutsche Post. So you could also delete the abbreviation DHL.
So why should a company buying another give up its own name? Rather, you delete the name of the company that was taken over.
DHL was founded in California in 1969. The three letters stand for the company founders Adrian Dalsey (1914-1994), Larry Hillblom (1943-1995) and Robert Lynn (1920-1998). They were great entrepreneurs in their time, but Deutsche Post has a longer tradition. It goes back to the 15th century and not just to 1969.
How dare one give up such a name? How can you hide your own origins like that? The Post is more than a company name, it is part of the history of our country. There’s no way a newly hired CEO would come along and casually scrap a name that’s been around for 600 years.
The “Deutsche Post” brand should only be used domestically for the dying mail business. The brand is good enough for that. But where the post is successful, in the international parcel service, the ancient German word is erased, the unmistakable post horn disappears never to be seen again.
It’s as if Lufthansa were canceling the crane. Lufthansa has taken over several other airlines and has not changed its name. It’s called neither “Swiss” nor “Austrian” and also not “Air Germany”, but of course “Lufthansa”. The whole world knows the name.
Deutsche Bank is also very international in business and has retained its name. In large parts it is simply called “German”, without “sch” and without “bank”. Often only the blue square with the diagonal line in the middle appears and everyone knows. Deutsche Bank would never sacrifice its brand. And of course Siemens is also called Siemens.
These companies play in the top league worldwide, just like Deutsche Post. They don’t think about giving up their name. That would be nonsensical, because they live off the good reputation of being a successful and German company.
Is Gunnar Schupelius right? Call: 030/2591 73153 or email: [email protected]
Read all of Gunnar Schupelius’ columns here