British Airways: To Fly. To Serve.
Abigail Comber and Matt HobanBBH London
Executive summary
When a brand gets as battered, bruised and knocked out of shape as British Airways, the consequence is that it gradually and progressively loses its identity and its meaning. Particularly when the slings and arrows attack the brand from so many directions. The things it stood for become shadows of their former selves. But because the demise takes place over time and because the paint on the planes remains the same, it is easy not to grasp fully the extent of the damage.
But the...