Sorry, the attitude wasn't deliberate - I should have read my response before sending it!
I fully agree with you - there are other areas which need immediate and urgent attention, other than the current brand...a complete and utter waste of capital. Re-branding will not create a larger pax base, nor do anything for stakeholder relations - the airport product is not a 'brand' which requires a whole heap spent on revitalising it.
In 30 years of airport management, I have never known a re-branding exercise to bring one additional passenger through the front doors! It is simply a pointless and ego-boosting exercise by the man at the top.