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I have just read the initial reaction to the launch of In Business for Neighbourhoods (26 September, page 8) and it occurs to me that the "for and against" comments do not match. I do not think anyone would disagree with David Oakensen, the chair of West Wiltshire Housing Society, when he says rebranding alone will not help the people in most need.

As Mervyn Jones, the chief executive of Pavilion Housing Group states, the whole exercise is worthless if we as a sector do not change.

I wonder if David was speaking after or before the National Housing Federation launch, because it worries me that the over-riding message of In Business for Neighbourhoods is still not getting across.

The pivotal message is that change, in the behaviour of the sector as a whole, is an essential part of the rebranding. I think it highlights what Jones is saying that we have a mountain to climb, not just in changing the public perception of the sector, but also in convincing those within it that a change in attitudes and performance is needed.

The rebranding is a one-off, it cannot be repeated. It must – and I am confident it will – be a success, but there is a long way to go.