Express & Star comment: Time will tell for Compton Hospice's new name
While there must be good reasons for the change, the renaming of Compton Hospice to Compton Care will leave many people across the region disappointed.
When senior staff start to talk about cherished charities as 'brands', it always comes across as slightly insulting.
Chief executive Claire Marshall insists that the change has been made in response to negative connotations associated with the word 'hospice'.
She says the results of a consultation carried out by an external agency saw some respondents describe it as 'a death house' and 'a place you go to die'.
In her view, the change is necessary in order to 'dispel the myths' about hospice care.
Irrespective of the reasons behind the current management's decision, the loss of an instantly recognisable name for a much-loved institution will be met with raised eyebrows and heavy hearts by some in the community.
However, other people will say that the name of this highly respected institution is completely irrelevant and what really matters is the quality of care it continues to provide.
Only recently the ever-generous former Goodyear workers donated more than £1 million to the hospice, which will enable bosses to carry out a major revamp.
It is, without doubt, one of the best known and most loved charities in the wider West Midlands region, having supported patients and their families for more than three decades.
Undoubtedly, questions will be asked over the decision to change its name.
But if those running the hospice believe that this is the best way forward, then we must accept that they are experts in their field.
We expect that they have carried out all due diligence on the likely impact this change will have on future donations, and to use a phrase they are no doubt familiar with, 'brand recognition'.
The organisation's 900 volunteers have been part of the consultation, and we can assume that senior managers have taken their views into consideration.
At times, change is necessary.
Only time will tell if this is one of those instances.
As with everyone in the Black Country and beyond, we wish Compton Hospice well, no matter what its name it is to be given in the future.
