Healthy competition and why you should be one step ahead of your competitors

If you haven't seen Thomson's latest advertising campaigns, I'll update you. Well, for a start they're now TUI and their campaign involves something incredibly cringy about dotting t's and i's and putting you in the middle. Why the cheese?

Whether the re-brand was to realign the 'TUI' brand globally or just to remove any last remaining traces of localisation, was the whole 'we are doing this to put our customers first' needed? Consumers can see right through it, the project was clearly from pressure further up the business, not anything to do with improving customer experience.

That being said, Thomas Cook's reaction to the campaign was absolutely on point and it's safe to say it made me chuckle!

We're not changing our name, we'd rather just focus on giving you fantastic holidays. pic.twitter.com/ypkY5BF6nk

— Thomas Cook (@ThomasCookUK) October 5, 2017