Companies considering a major rebranding campaign should give the changes time to establish themselves before embarking on marketing programmes.
That was the message from the man behind the overhaul The Co-operative Group’s retail and online travel business, as well as its grocery, bank and funeral divisions.
Head of brand Terry Hudghton said the firm waited two years while the makeover was put in place before any significant advertising campaign began.
The company redesigned its high-street travel agencies and put in place group-wide customer relationship protocols.
The Co-operative Travel shops are also now powered by renewable energy sources, Hudghton said.
He also suggested that companies should not rush into price wars as a result of the struggling economy.
“A knee-jerk reaction to price discounting is not the best thing to do,” he said. “We think there’s more to it than cutting [prices].”
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