The Fractional CMO Podcast · 2026-03-02 · 29 min
In this episode of The Cemoh Podcast, Simon Dell is joined by fractional CMOs Josh Cilento and Gus Wurth for a head-to-head debate on the worst rebrands in airline history. Qantas vs British Airways. From brand trust and leadership decisions to poor research and costly reversals, they unpack what really went wrong, and what businesses of any size can learn from it. Because brand isn’t what you say. It’s what people believe.
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