Britannia, Hapag Lloyd, Corsair - 3 very strong brands in their respective markets which have been messed about with and ruined.
The strategy (or lack of) is laughable, changing airline names and colour as often as the wind changes direction with little identity now left for it's branding or strategy, low cost and charter mix.
The idea of having a number of a number of European charters brought together under the same branding has some merits but the way it has been carried out shows a lack of stong leadership and strategy. - As for the obsessions of having the word fly in the name, like people need to be reminded it's an airline and that it flies?!
I'm on the outside looking in of course but that's how it appears.