In the letter to Gordon Brown dated October 30 - sent less than a month after he rejoined the government - the business secretary [Peter Mandelson] says: "We should examine the prospects for POL [Post Office Ltd] becoming a much more significant player in financial services - offering a wider range of attractive products within easy reach of the whole population, available from an institution they can trust."
An interesting idea at a time in which the high street banks and building societies have lost swathes of our trust. But does the Post Office's semi-ubiquity denote trust? Does it have the same trust qualities of, say, a Starbucks? Once again the mental map of Britain seems stuck in 1973, the time before branding.