standard for the movement. For decades, marketing by co-operatives was confusing for many customers with different societies adopting different store names (notably "Co-op Welcome" and "Co-op Late Shop"), various shop fascia designs and inconsistent marketing. Also, the cloverleaf design of the Co-op logo was seen by many as too associated with the years of neglect and decline within the movement and hence The Co-operative Group aimed to launch a totally new brand. The new "The Co-operative" branding was first displayed at the 2005 co-operative congress and became the first brand which could bring together all of the co-operative businesses (both those of The Group and the independent societies) under a single consistent brand. With the brand came a set of standards which any outlet using the brand must adhere to – to maintain a high standard of impression with customers. A twelve-month pilot of the new branding followed and these suggested that a significant growth in sales followed the re-branding of stores, largely understood to result from a major impact on public perceptions. Not all of the independent societies joined this new branding however, with United Co-operatives (prior to its merger with the Co-operative Group), the Scottish Midland Co-operative Society and the Lincolnshire Co-operative Society not adopting the new brand design. In combination with the new "The Co-operative" redesign, the Co-op sought to relaunch the co-operative membership scheme using a single consistent national standard and featuring the re-introduction of the member dividend. Together, this renewed focus on responsible trading, the redesign of "The Co-operative" brand and the reintroduction of the member dividend helped to build the start of a renewed relationship with the British public. In 2006 a survey found the Co-op to be the most trusted major retailer in the UK and almost six million people joined the membership scheme over the following five years. Even after The Co-operative Group's financial crisis of 2013 the 'Have Your Say' survey found that more than 70% of the public agreed that the Co-op 'tries to do the right thing'. Expansion (2000–2012) Following the integration of the CRS and CWS into the new Group structure it became evident that the business required significant modernisation and rationalisation of its businesses. The Co-operative Group followed by selling its loss-making footwear and milk processing businesses as well as some aspects of its agricultural production. The business also sold many of its larger supermarkets and hypermarkets