The launch of FirstGroup’s new ‘Better Journeys for Life’ bus brand was accompanied by familiar brand management speak. As well as a new livery, First now has a ‘Brand Promise’, and, with a nod to ‘stakeholders’, will develop ‘local identities’ so that its buses become the ‘lifeblood’ of local communities. No doubt this strategy will be supported by a mission, a vision and values, in all probability produced at some expense by a...
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