Marketing experts gave a cautious welcome to Thomas Cook’s decision to rebrand the company with a new heart logo and ‘Let’s Go’ strapline.

There is no doubt such a largescale change – which sees the globe logo and ‘Don’t Just Book It’ strapline disappear – is high-risk, according to Brighter Group chairman Steve Dunne.

“After all your logo is the personification of the brand; the symbol that the customer becomes familiar with and, if it is doing its job properly, reassures and reinforces everything about the brand in their eyes,” said Dunne.

The challenge to keep pace with change is one many traditional retailers face, added Branwell Johnson, acting editor of Marketing Week magazine.

He said: “Thomas Cook has the same problem as many legacy consumer retail and service brands in trying to transform itself into a 21st century powerhouse – it has to shed all its cumbersome baggage in terms of an overstuffed brand portfolio and the assoc

via Marketing experts give Cook rebrand cautious thumbs up – www.travelweekly.co.uk.

Related articles

• The perils of the re-brand (standard.co.uk)
• Thomas Cook replaces globe logo with ‘sunny heart’ (dailymail.co.uk)
• Simon Calder: Will Thomas Cook’s new look entice you to book? (independent.co.uk)