Originally Posted by
orbitmic
It made me wonder. Has BA chosen to bet on the wrong horse?
I don't think so. It seems to me that there is a fairly reasonably good brand match between BA and M&S.
I do agree that the M&S food brand is certainly not aspirational these days. IMO, it is now one of those established, picture-postcard "British" brand that you would associate with a Telegraph-reading, Tory-voting, 50 to 60 year olds. You do not expect innovation or excitement from it but rather somewhat old-fashioned comfort, a kind of Chesterfield sofa ambience.
That fits the image that BA tends to project (rightly or wrongly) reasonably well, I would have thought. You would not associate BA with energy and innovation these days. It is a rather staid brand that wants to hang on to the appearance of discreet, comfortable moderate luxury but nothing too flashy. Whether the reality of the product actually lives up to that is debatable but that is, I would have thought, the image that BA tends to project.
Waitrose projects a more dynamic image than this although I feel that they too are starting to feel rather less aspirational than they were, say, 5 years ago.