I just don’t see how LMS and LNWR and can coexist as the two of the major operators at London Euston. Brands want to create a strong individual identity. I still often refer to London North Western as London Midland, which doesn’t really matter as I know I’m talking about the operator of Class 350’s from Euston to Birmingham and Liverpool. I’m sure countless other regular travellers are the same in this regard.
It’s naturally hard to distinguish the two names as in my head I remember the said operator of Class 350’s by recalling London, followed by a region north of London. Having had London Midland announcements ring in my ears for many a year, a fairly minor change from Midland to North West doesn’t make me disassociate the London Midland Brand from that of London North Western.
If Virgin trains were rebranded to London Midland Scotland, many of the public would assume that the two West Coast operators had merged. Even more illogically for the public you would have London North Western railway primarily serving the Midlands, whilst London Midland served the North West of England in the form of Manchester, Warrington, Wigan, Preston, Lancaster, Crewe and Liverpool. Add in the fact that both operators, operate direct frequent services to Birmingham New Street and Liverpool and you’ve got the potential for mass public confusion. It will also create issues when they announce only London Midland tickets are valid on this service, as many an infrequent rail user half listening may wrongly assume from hearing the “London” bit that their London North Western ticket is valid.
Would the travelling public therefore also be more likely to see the sub brand of West Midlands trains as belonging to London Midland Scotland rather than London North Western railway. Using the abbreviations of LNWR and LMS for the operators doesn’t help lessen the confusion much either. Do you really want to go from having the strongest brand identity in the industry in Virgin to one so easily confused with the identity of your main competitor. If LNWR or West Midland trains receive negative media reporting for poor performance and service quality it has the potential to impact negatively on public perceptions of a TOC with a similar sounding name, operating on the same route network.
Intercity West Coast would distinguishes the speed advantage of the former Virgin franchise over LNER but doesn’t seem to be an option. It is clear Trenitalia have had great success in creating sub brands for their individual high speed train products. They use Freccia “arrow” for their high speed services, having Frecciarossa, Frecciargento and Frecciabianco. It would seem logical with the existing operator on the line already having the historical name/names associated with it that your brand plays on the contemporary and high speed. So Avanti as the main branding or maybe Avanti Pendolino/Avanti Voyage with a smaller powered by with the logos of First/Tentitalia. If HS2 comes along then you have a new Name for that fleet with the powered by with the logos of First/Tentitalia.
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