There should be more to a strategy than a logo

David Bernstein’s article on British Airways’ identity (Private View, DW 30 July) makes pertinent points, but doesn’t get to the root of the problem.

The new BA identity is supposed to be the visual representation of the new brand strategy – BA as a citizen of the world.

This is a powerful concept but to date the only manifestation of it is the new identity. If every aspect of the product and service was consistent with this new image there would not have been the “expensive paint job” criticisms.

Anyone who really understands branding knows that the brand strategy needs to come alive both internally and through the products and services on offer.

I think it is very sad that BA appears to be partially going back on the idea instead of really making it come alive.

Pam Robertson

Director

Brandsmiths

London WC2