I agree with the advertising posts too.
MAN has just started another huge campaign regarding its long haul routes. Its not so much a 'pinching other airports pax', but more of a 'keep the ones you have' campaign. Its just letting the pax who are travelling south for their flights that MAN has similar options too.
I think this is the sort of campaign BHX should do too. Its a huge city and its not that there are no pax in Birmingham, its just they go elsewhere for their flights.
Rebranding is pointless unless its a change to a completely different name.
For example, MAN dropped its 'international' tag years ago, but many people will still refer to it as 'manchester international airport', whereare LPL changed to 'Liverpool John Lennon airport', and many people refer to it as John Lennon airport, knowing exactly where it is.