(08 Feb 2017, 5:15 pm)Dan wrote Does this not suggest that "MAX" is being over-used, and that the brand identity has lost its original meaning (instead being used as a low-cost marketing ploy to attract passenger growth)? That's what I think, and have made clear for quite a while now.

The "Sapphire" brand has lost that 'premium' feel to it, in my opinion, too. This brand has been weakened by others being upgraded to "MAX" or "Frequenta", but encompassing the same premium features as "Sapphire". Once upon a time, you'd walk into Durham Bus Station and the "Sapphire" branded buses really stood out, as it was only service 7 which was encompassed in this brand. Now you have the 6, 7, 22, 24...

The 46 being rebranded as the X46 and MAXing isn't diluting the brand in my opinion, As its pretty much direct down the A690 to Crook, With it only really stopping regularly in Brandon and Willington, Aswell as providing a same spec 2nd bus an hour up to Tow Law/Stanhope, Though I don't think this will have been thought about as much.

It could be questioned that the stock used on the X46 are suitable for there role, As they've had a hard life already, Though that's another story.

I think weve seen the end of Sapphire tbh, As all standard interior and MAX spec's now feature the provision of Wifi and USB Port's, With MAX being classed as the Premium Spec, As it feature's High Backed seating, Completely outweighing the benefit's of having Sapphire all together, Aswell as discarding of the problematic NSA's.

This then gets me onto the 306/308, While its obvious the best service provision would've been Sapphire or Frequenta, Arriva have chose MAX as it's a " Premium " brand so can compete with GNE's offering on the same corridor, Without the hassle of Sapphire Trained Driver's, NSA's and Uniforms etc

No brand is diluted if there's no point in doing so, Both GNE and Arriva must be gaining more attention from there Indigo and Frequenta/ MAX brands respectively to justify all this rebranding.


I personally prefer branding from how First do it, Featuring bold, However differing color's from the corporate livery, Despite being based on the same design as Corporate, With Route Brands applied from there, However anyone will know that the bus is ran by First.
Another one I could rate better than First is Transdev, However It would take me ages to write about how good it is...