I liked your editorial 'So what's in a name' (Airline Business, April). Your point that 'employees need to feel a sense of identity, of belonging to an organisation which they understand and relate to' is right on the mark.
Our research shows that many service companies have reputations that lag the changes of the last decade, leaving employees even more confused as to the nature of the company they represent, or what they're supposed to communicate to customers.
John Diefenbach
Chief executive officer
Diefenbach Elkins
New York, USA.
Source: Airline Business