Pontin's bluecoats "will be feeling let down by the brand"
Pontin's has been accused of "failing dismally" to nurture its brand for the modern market after going into administration.
Simon Middleton, an author on brands who has advised the likes of Barclays, British Airways and Pret A Manger, claims the holiday camp company's famous bluecoats "will be feeling justifiably let down by the brand".
He said the success of Pontin's biggest rival Butlins - which reported a jump in profits from £55m to £88m last year - shows the company could have thrived.
“I think there’s such a stark contrast with the continuing success of Butlin’s that the failure of Pontin’s cannot be blamed on the economy or even social change," Middleton said.
“Butlin’s has thrived because it has changed, innovated and refreshed its iconic brand. It is as relevant now as it ever was. By contrast, Pontin’s appears to have failed dismally to take itself seriously as a brand and has therefore failed to invest either money or imagination."
Middleton, who has advised Great Yarmouth, The Broads National Park and Felixtowe in Suffolk on destination branding, said it would take "an entirely new vision" to save the brand.
"A vision to create a high quality and high value holiday experience which appeals to modern families on a budget. I would love to see that happen, but I doubt very, very much that that is going to," Middleton said.
Administrators KPMG believe there is life in the brand yet, with reports suggesting around 40 bidders are interested in taking it on.
KPMG's Jane Moriarty said: "Pontin’s forms the backdrop to thousands of treasured family holiday memories. It has unfortunately struggled in the current economic environment but, with some support from new management, we are optimistic that it will be part of thousands of family memories in the years to come."