How about
advertising. Plain and simple. Just take a look at Virgin's advertising campaign. No wonder we are failing (although I think it is deliberate). All we have had lately is bad press.
Since the orange people have taken over the reigns, they have been shoving jet* down every Australian's throat, and have neglected advertising the premium product. What ever happened to the Aussie choir singing the company's anthem??? The only add I have seen lately is a few seconds long with a piece of fruit on it! Who was the Einstein that composed that one???
And how about listening to staff ideas. There is no conduit for idea's for this company. I can think of a few good ones, but won't be posting them on this thread.