Living the brand

"We spent 6 million pound sterling for the re-branding campaign," Angela commented. "We launched the new brand during WTM last November."

Critical to the delivery of the brand experience is the people who actually work for/represent the brand. Studies have shown that a startling 66% of all customer defections are prompted by an inappropriate attitude on the part of a person representing the brand ie. staff like cabin crew on the plane or tellers in the bank.