Woolworth’s announcement in recent weeks that it would be rethinking it’s private label brand strategy, in particular, its ‘Homebrand’ products, didn’t really come as much of a surprise to me.
I recently came across a wonderful example of the effect brand positioning can have over both internal culture and customer expectation recently, listening to an ‘All Things Considered’ report on NPR about the battle for drivers that is heating up between Uber and Lyft in the United States.
Late last year one of the most iconic brands of the late 20th century announced they would be doing away with what they are famous for in a few months from now. Smart move, or branding disaster waiting to happen?
In recent years the Melbourne Airport brand has certainly taken a hit in the eyes of customers on the back of plenty of negative press from increases to the already perceived high cost of parking at Melbourne’s international gateway.
If they want to rectify their recent drop in profit, strategically what Melbourne Airport does next is important.