How a company makes its money defines how consumers think of a brand.

Brands are no different from people – we chose to spend time with people whose values mirror ours and we select one brand over another because we can relate to what it stands for.

I, for instance, would pay more to fly easyJet than Ryanair and, until now, I’d choose British Airways over both because it felt like a premium brand.

Not anymore!

By reducing the space between seats and making customers pay for food and drinks, BA has made itself just another budget airline.

To remain a superior brand, you’ve got to provide a superior service.