I think by taking the approach they are they are in genuine danger of trashing the brand. You get what you pay for. If this is the goal so be it but if not they are making some serious long term mistakes. Once one trashes out a premium brand one never gets the label back (one reason beer manufacturers don't discount premium brands to try to get greater volume--and those that have have quickly lost the premium branding).
A little paint doesn't salvage a rusted ship. While most of our goals amongst the workers are oriented toward not letting the ship rust, there are significant limitations on what we can do. If this is truly the direction then one needs to consider one's own position toward the future and where one should best be.