Matthew Miller
May 26, 2017

Cathay Pacific's brand is not the issue—its experience is

BRAND HEALTH CHECK: As the airline slashes jobs, we asked two brand consultants for their take on what's gone wrong, and how to fix it.

Is this 'Life Well Travelled'?

Following Cathay-Pacific's announcement that it would cut up to 600 jobs in its largest restructuring in decades, we asked two branding consultants for their input on whether the airline's positioning contributed to its problems, and what it should do now. While branding may not be the cause of Cathay's woes, the company's failure to meaningfully articulate what 'Life Well Travelled' meansand translate that into an experience people wanthasn't helped. Read on for the diagnoses and prescriptions....

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