Alan (JawsO) I agree with you pretty much word for word there, but aside from pricing customers out of the market, there's another underlying irritation for me.
However did businesses survive before "rebranding" was invented?
Whatever did we do before we discovered we could "reinvent" ourselves?
Another way of asking those two questions is How did society exist before "marketing" became a university degree subject?
If we look at the BBC, we will, after just a nominal amount of research, discover that some time ago a vast amount of money was spent changing it's logo from "BBC" to "BBC". Then a few years later, even more money was spent changing it back!
All the letter headed paper, all the vans and all manner of other things had to be changed. The cost was phenomenal.
The Post office (or bits of it) became "Insignia", not that anyone noticed, and I believe that has since reverted to it's original name.
So now Hoseasons has fallen for this ridiculous confidence trick, not by changing it's name, but like the BBC, a change of logo.
Hoseasons say that it won't be the boatyards who will have to pay for any changes, Hoseasons themselves will foot the bill,
Well guess what , the people who will ACTUALLY foot the bill will be one of the following...
The Shareholders.
The Management.
The Customers.
I wonder which!