(23 May 2023, 4:59 pm)itsadam wrote Any good company will always take big risks in the branding department, regardless what business it trades in. If you don't try you'll never know and if you don't take risks you'll just lay dormant and fail to attract passengers and new staff. It's like the big Mac, anyone can make it and give it a different name. You need to standout from the crowd in a day and age where everything is full of competition.

I saw this the other day and meant to reply.

How is an ever changing bus brand (often copied or inspired by another operator) the same as the branding for a product which has been a staple for 60 years?

The Big Mac hasn't changed much. It's as recognisable now as it was then.
Can we say the same about the brand used on the 21 or 27?

McDonald's will advertise a their organisation, raise awareness of this and then sell one of their products.
The more popular products will stay, the least popular ones won't - but will be replaced.
The market will grow as more locations open.
They enhance the offer via the way of partner services and extending operating hours. 

Does a bus operator do the same? 
Does a bus operator do any of these things at all or even well?