NACAB rebrands to show clearer link between services

The National Association of Citizens Advice Bureaux (NACAB) will be changing its name in January to Citizens Advice.

The change of name is intended to provide a clearer link between NACAB's national campaigning work and the advice services it provides by local citizens advice bureaux.

"The Citizens Advice service is an organisation that helps people do one thing - resolve their problems - in two ways," said the charity's head of communications, Simon Bottery. "This change will reinforce the links between those two activities as well as dealing with a series of practical and presentational issues presented by the old name."

Marketing activity around the change of name will stress the independence of the charity, which enables it to provide impartial advice and influence government policy. It will also draw attention to the quality of citizens advice services, emphasising, for example, the 18 months it takes to train advice workers.

The brand review involved focus groups with staff and volunteers, in-depth interviews with other stakeholders and Mori research among the general public.

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