Business / Transport
Monocolumn
Monday 20 May
Dressed to impress
With shrinking budgets and ever more competitive markets, airline brands need CEOs who are ready to make a fresh impression – such as a cross-dressing Richard Branson.Every saga needs a hero. Through the ups and the downs, a hero often makes a story human and relatable. Storytellers use this device and news outlets often misuse it to sell us a feature. So, given the cultural emphasis…