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Qantas rebrand – new era spirit or just spiritless?

Australia’s national carrier just launched its refreshed brand identity. It’s being positioned as “a new era, same spirit”. The Qantas rebrand is being linked to the airline’s new fleet of Dreamliner aircraft. It follows a series of service and product improvements. “This is not just…

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What’s in a (brand) name (or brand identity)

  (Brand) names have baggage When creating a new name or identity for something there’s always the challenge of seconding guessing due to current associations. But by knowing you’re following a plan, backing yourself and a little patience it can all work out. Names are an…

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