It's just the ever pervasive corporate bullshit. Much like everything must have a strapline or mission statement.
Why does my borough council need to call itself "The Brighter Borough"?
And why the f*** does the college down the road have to waste money each and every year
rebranding itself?
"
The revamped branding incorporates:
* a distinctive new logo
* fresh corporate colours
* and an updated new vision, mission and values
The new branding is supported by a new strapline: ‘shaping your future'
Commenting on the rationale behind the re-brand, Sarah Horrell, Director of Marketing and Business Development said, "We have adapted to reflect the changes currently being experienced in the world of FE, to drive our own aspiration and affirm our position as a vocationally focused college serving the needs of the community and business."
"
I feel queasy.