Please note that building the brand does not necessarily mean improving staff morale or the quality of service provided to the taxpayer.
The brand guru that HMRC has hired is Melissa Ledgerman. Here are her thoughts on her new role as per "Touching The Void Across The Pond":
"In recent weeks I’ve had my eyes opened to a whole new challenge for savvy brand management: democratic government.That’s the problem that so many of our public servants fail to see. They’re faceless, and nobody cares. People are conditioned to file their tax returns every year and pay their taxes. Other than a directionless resentment, there’s no emotional bond that ties them to the investment they’re making. In brand terms, there’s no there there.This calls for a dramatic corrective. Someone who was really going to shake things up would have to reach into that brand void and catalyze that connection.Perception is our internalised response to reality. Identification with the external starts from within.The brand vehicle must reflect the core values and experience of the customer. Put simply, they are the brand.It’s an open secret I’ve been talking to the folks at Her Majesty’s Revenue & Customs in the UK. They’ve heard what I’m saying and are ready to embark on a new adventure with me. For so many years, HMRC has talked the talk about customer service. Now that the light has dawned, we’re gonna walk the walk."
Tax does have to be taxing.
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