I completely agree with Dorothy Mackenzie’s letter (MW June 17).
Whether we like it or not, the world is going global. BA’s identity change was accurately and thoroughly accomplished, and truly reflected its position as a global airline and Britain’s resurgence as an international star.
Consumers are important, but as most marketers have realised, consumers often create the greatest hindrance to evolution because they lack vision and only react to the status quo.
What a pity that BA’s vision was stifled by the complete lack of vision of a few customers, especially those who sorely need forward vision – as they are the UK’s leaders.