CO-OPERATIVE Commission chairman John Monks is urging retail societies to sign up to the new brand concept unveiled at Congress last month.
In a letter published in the next edition of Co-operative News (available from Tuesday June 13th), the former TUC General Secretary – who now heads the Brussels-based European Trade Union Confederation – reminds the UK Movement that the development of a national brand strategy was a "cornerstone recommendation" of the Commission's 2001 report.
Writes Mr Monks: " Having seen the results of the brand panel's work, I believe it has fulfilled the Commission's vision and produced a new co-operative identity that is far more than a store revamp.
"I have been heartened to see the results from the pilot areas that show the new co-operative identity has been a success across the family of businesses."
With the vast majority of retail societies yet to make a decision on the brand panel's recommendations, Mr Monks asks them to remember the positive impact of the growth of CRTG and calls on them to follow the Co-operative Group, Midcounties Society and CFS in embracing the proposals.
*Further coverage in the June 13th Co-op News.