I think you're confusing brand with strategic direction. I'm talking about how customers view the Qantas brand / product. How they relate to it. Airlines around the world fly essentially the same pieces of metal - aircraft selection is one element that influences the customer experience and perception of the brand - but it isn't the most important element.
Let's consider it over time. When Virgin launched they didn't have any loyal customers. People selected them based on price and a few other elements. Today they are a powerful brand force in their own right. Many people travel with virgin because they feel it better represents who they are.
In other words, customers have a choice at hurtling though the airport in metal tubes built by the same manufacturers, travelling to/from the same airports. How airlines differentiate their tubes from their competitors is part of branding.
If you want to have a debate about strategic direction then that's for another thread - the discussion here is about the new logo and branding.
Your points about a lack of strategic direction are perfectly cromulent but that's actually a different discussion as to how Qantas communicates with its customers and how it positions itself in the market.
This is a rumor network - and you're looking for facts? 😜