Is the Thomas Cook brand worth saving?

Thomas Cook customers and staff woke up this morning to the devastating news that the travel company had ceased trading after talks to find the funding lifeline it needed failed.
The administration puts 9,000 British jobs at risk and has triggered a huge repatriation effort to bring home the 150,000 UK consumers on holidays with the company overseas. It could also spell the end for a 178-year old brand that led the way in bringing holidays to the masses but in the end did not react fast enough t