I see what you are saying, Skipness. The product does have to be right too. But let me put it like this … SAS and Iberia (new scheme) both have hideous liveries (IMHO). But would that stop me booking travel with those carriers if the price and itinerary were right? Not at all. On the other hand, clients who have 'never heard' of a carrier (for whatever reason) tend to be the nervous ones. Brand awareness is a good thing. How often do we see postings on PPRuNe along the lines of: "I've never heard of [Airline Name]. Can they be trusted? Should I book a flight with them?"
Many people in the UK have heard of FlyBe, and more are learning of them through this rebranding process. That can only be a positive for the business going forward. Besides, "Spirit of Liberum" looks sensational in my photo taken in strong sunshine set against a stormy sky! Nowt wrong with the colour which adorned Roman Emperors! Now lets see a purple Embraer please ...