Destabilised by trusted values

I and most design confrères empathise with Dorothy Mackenzie about BA’s identity switch (MW June 17).

I and most design confrères empathise with Dorothy Mackenzie about BA’s identity switch (MW June 17).

As for me, the “ethnic” identities were indeed about reflecting a new, lively, open Britain with all the advantages that promises.

However, to be frank, a crushing majority of our business partners from the UK, France and Italy felt genuinely put out by the adoption of the “ethnic” programme. They felt destabilised, as if a trusted value had been put into question.

And one can understand these people, not least the foreign customers, who perceive in the union flag livery a reassuringly unchanging symbol of British quality.

Undeterred by this, however, a “South Africa” 747 still flies its daily route over the bookcase-to- rubber-plant haul of my living room.

Martin Lowe

International account director

IG Design

Paris

France

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here