Qantas needs to regain our love, not just our trust
Hulsbosch worked for Qantas for 25 years, and oversaw the flying kangaroo rebrand in 2007. Here, Jaid Hulsbosch looks at the current brand damage the national carrier has inflicted upon itself.
A brand is a promise, both made and kept. It takes years to build trust in a brand, but it can be gone in the thrust of a jet engine. Qantas has been in a state of turbulence in recent weeks. Only time will tell as to how severe the damage to the brand’s reputation is.
Of all the headwinds Qantas face, the case being brought against them by the ACCC for allegedly selling tickets for flights that had already been cancelled, is something that will no doubt have the airline’s new CEO, Vanessa Hudson, suitably concerned. Many travellers who have experienced cancelled flights with Qantas, will now be asking themselves whether their flight actually existed, or if it was simply an exercise in effective scheduling? This does little to engender trust in a brand.
