Tag Archives | Consumer Superbrand

How to build a brand that cruises above the rest

British Airways, as a world brand, is second only to Apple among businesses with a base in the UK, and beats all its airline peers according to Business and Consumer Superbrands. Meanwhile as a consumer brand, BA makes it to number four in a list topped by Rolex, Apple and Microsoft, in that order – […]

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QF32 – the book (pt 3): approach and landing

The approach to runway 20C at Singapore was a cliffhanger. The crew did not know whether they could trust the performance calculations they had done because they understood they couldn’t possibly know the full extent of the aerodynamic damage the aircraft had suffered. So Richard chose to ask Singapore for a 20nm straight in final […]

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QF32 – the book (pt 2): setting up for approach

We’re still airborne an hour after the engine disintegration. I’m exhausted from empathising with the stress, the confusion, the multi-layered situation facing the pilots, cabin crew, airline and passengers.  CNN has already reported a possible Qantas loss.Families all over the world are freaking out. Onboard (believe me, I’m onboard) we’re still going through the ECAM […]

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QF32 – the book

This morning I received a review copy of Capt Richard Champion de Crespigny’s book about Qantas flight 32, the Airbus A380 whose No 2 engine suffered catastrophic failure on departure from Singapore for Sydney. I’ll get back to you in a couple of hours with a verdict, but right now the bits about handling the […]

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Handling The Big Jet: lessons for the A380 from QF32

Much as Qantas’ Capt Richard Champion de Crespigny has praised the A380′s ability to absorb massive damage and still fly safely, he says the Australian Transport Safety Bureau will provide Airbus with plenty of food for thought when it publishes the report of its investigation into the QF32 engine failure event in November last year. It’s not […]

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Handling The Big Jet: the human story of QF32

Last Friday Capt Richard Champion de Crespigny arrived at Qantas’s London regional headquarters in Hammersmith to give the staff a personal account of the day in November 2010 when his Airbus A380 suffered a catastrophic engine failure. I won’t rehearse yet again the technical detail of this well-documented event, but I will quote de Crespigny’s words to the Australian media early this year describing what happened when his No […]

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Can technology kill the most common airline accident?

In the last 25 years there have been 1,020 runway overruns by airliners or business jets. Most overruns were non-fatal, but they were highly damaging, expensive, and shocking to passengers. Many, however, were fatal, and a total of 1,082 people died in them. Airbus has invented and developed a system – the runway overrun prevention system […]

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Air travel evolution: Connie to A380

On a warm night in 1950 a four-year-old boy, holding his father’s hand in manly solidarity, walked through the echoing terminal at Sydney‘s Mascot airfield and out across the pan. A long-legged Qantas Super Connie stood waiting in a halo of light, avgas fumes heavy in the humid air. Together the boy and his father […]

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Rolls stuck dumb over Qantas Trents

I sent the following message to Rolls-Royce’s director of corporate affairs Peter Morgan. Seven hours later I have yet to receive an acknowledgement of my message, let alone an answer: Dear Peter John Leahy (Airbus) has recently made numerous statements about Qantas’ Trent engines, including this: “In the future the computer will have software that […]

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QF32 and information overload

Airbus described the situation the QF32 crew faced after the uncontained engine failure as “dynamic”. That’s accurate insofar as it goes, but rather an understatement. The obvious and immediate effects, like asymmetric thrust and aerodynamic damage, were dealt with by the autopilot, which remained engaged and the Qantas A380 crew elected to keep it that way until […]

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