Transforming a company from also-ran to industry leader is a big challenge, but reviving a brand can be an even bigger one.  Companies such as Garuda, the flag ship national carrier of Indonesia, which have languished among the B-players in their industries for a long time lack the credibility to declare their own transformation.  

The need for a third party validation (or several)  is never more pronounced that with a turnaround situation.  The key aspect is the benchmarking side -- where the same organization has conducted objective surveys both before and after the transformation.  The benchmarks form the basis for demonstrating the transformation and, in turn, create the brand momentum that’s needed by newly improved companies.