adopted. Following the mergers of the 1990s and 2000s, the modern Co-operative Group was formed of a large range of different independent societies with separate brand identities which led to a lack of consistency and gave an incoherent message to consumers. The four-leaf clover "Co-op" brand, introduced in 1967 and adjusted in 1993, was seen by many in the co-operative movement as a hindrance to public perception of the movement. This problem was affecting the whole co-operative sector in the UK and following the report from the Co-operative Commission in 2001, The Co-operative Group was heavily involved with the process of developing a single updated version of The Co-operative brand for use by many consumers' co-operatives in the UK. In 2007, the group began a re-brand of its estate to this new unified identity with its other business names, including Travelcare and Funeralcare, phased out in favour of the new The Co-operative business names. With more than 4,000 stores and branches to convert to the new identity the process has been cited as the "largest rebranding exercise in UK corporate history." The Co-operative Group launched its largest television advertising campaign in 2009. The two and a half-minute advertisement aired for the first time during Coronation Street on ITV. The advertisement, created by McCann Erickson, features the Bob Dylan track "Blowin' in the Wind", a rare occasion that he has allowed his music to be used for commercial purposes. Governance The Co-operative Group is unusual as a co-op because it is owned by millions of UK consumers and also a number of other UK co-operatives, making the business a hybrid of a primary consumers' co-operative and a co-operative federation. This is largely a function of the group resulting from the merger between the Co-operative Wholesale Society (a co-operative federation) and the Co-operative Retail Services in 2000. Since 2015 The Co-operative Group has operated a 'one member one vote' system whereby any of the Co-op's millions of members can vote to elect board members, to guide strategic decisions and propose their own motions for voting on. The current governance structure of the business was established in 2014 and comprises an Executive Management Team, a Group Board and a Members' Council. The Executive Management Team The Executive Management Team are the highest level of management in the business and are responsible for its day-to-day operations. The Group Board The Group Board is a