(15 Dec 2013, 9:08 pm)Dan wrote Go North East benefited from the publicity which came with the company's centenary year, owing to the marketing and promotion which came with the acts of celebration carried out this year.
One of the acts of celebration was to invest in one hundred new buses for the one hundredth year, as we all know. Passengers benefited from the centenary year in that respect, but I can't think of any other ways they would have benefited from Go North East celebrating their centenary year?
It does, but what if your identity has a reputation for being old, tired and unreliable? Surely Go North East, as a company, will want to get rid of that reputation? They will achieve this by purchasing 80 brand new vehicles each year (including brand new 'spare' buses, similar to Optare Versas 5389/90, to phase out older 'spare' buses).
All of this should be recognised as actions of Go North East rather than Northern, as Go North East will not use the Northern name for marketing and promotion anymore.
While I do agree in some respects, this vehicle should not be a vehicle which is required for a branded service. It should be a modern vehicle which is spare.
That was the point.
How often have Campbells soup or Tag Heur changed their branding, logos etc?
www.businesszone.co.uk/topic/marketing-pr/branding-disasters-rebranding-british-airways?ref=ukbf is an interesting read.
One of the acts of celebration was to tie it in with 100 new vehicles yes.
Coincidence, marketing or anything else?
The Northern brand is an established brand, which people recognise.
It is no-ones fault but GNE's, that the name is now associated with old, unreliable, dirty vehicles.