Nail on head there Andreos - it's not such a big deal to Arriva as they've never really taken the brand thing seriously - same way as Stagecoach.
But GNE have had it as their USP - you get tables, you get wifi - you get an experience. When an ex-First Manchester turns up you get a bus (which in the current climate is great!) but it's not what GNE have been selling.
There's a case to get shot of all branding aside X-Lines (but lose all the colours) and keep it simple on the side of a bus a la Stagecoach - it's not growing services so why bother and makes life much easier for teams and passengers
RE: Go North East: Rare & Odd Workings 2022
Wistfully stuck in the 90s