Advertising will not restore QANTAS brand
Marketing experts say QANTAS will not be able to use marketing to restore faith in its brand.
Any plans by Qantas to advertise its way out of the shutdown crisis will be a waste of millions of dollars, with advertising experts saying the damage to the 91-year old brand has inflicted on itself over the course of just four days is beyond the ability of marketing to fix.
Instead, long term watchers of the industry say Qantas should simply abandon trying to rebuild the image of its brand in the mind of consumers in the short term and instead work on changing its culture to focus on passengers rather than the shareholders.
"I don't think any amount of financial support for the brand is going to make much difference,'' Mr Morris said.
"They have gone from being part of the streetscape of Australian community to being part of the big end of town.''...and said that ‘it may be in the best interests of Qantas to agree to pilot demands and then make them the focus of marketing.’
| The Australian