You knew where you were with Britannia. It had a strong well known BRITISH branding. Thomsonfly sounds as was said like a disease spread by small insects, red titling on a light blue fuselage is kinda tricky to read and flying a fleet of second hand 1990s 737s and ageing B757 / B767s isn't going to take them anywhere but downwards IMHO.
There is no focus, no sharply defined market to chase, no management direction. It reminds me of the clowns who took the Royal Mail and rebranded it as Consignia and buggered off trousering loads - a- dosh for their pathetic efforts.
Poeple forget that Britannia used to be a trail blazer, B737s and B767s into the UK and all. They haven't bought more than a handful of new aircraft since the late 1990s when the last of the B767-300s was delievered. So no new investment there either. I wouldn't buy shares, good luck to all and I truly hope someone sorts out the mess.