Ben Shepherd, in his newsletter Three, with what you need to know in marketing and advertising.
This week: Optus and Qantas hit the brand recovery plateau, YouTube + Search grow $15b in a year, Superbowl ad costs defy gravity
The Optus and Qantas brands have partially improved, but have hit the 'recovery plateau' that plagues most brands after reputational challenges
Based on YouGov data measuring the net quality perception of brands in Australia, both Qantas and Optus are improving from their respective challenges faced in the back of 2023. But, as the data shows ... both are hitting a plateau in improvement, with the current levels 30-40% lower than where each brand sat prior to the issues.
For Qantas this is likely less of an issue, as it exists in a controlled market with a finite amount of airline seats. For Optus it's a different matter - telco is highly competitive with minimal supply constraints.
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