Is branding Southern Rail’s greatest failure?

I recently moved to Peckham and as a result have witnessed how Southern Railways has mishandled the woeful experience that passengers have had to endure over the last year and a half. While aware that I risk the myopic thinking that every problem can be solved with branding, there’s reason to believe that just a little might have helped in this case.  
It would take a brave chief executive to announce that branding is the answer to all of Southern's problems. And yet, if the orga