Executive Summary
This is a true story of bravery
It is a story of how, in the face of challenging market conditions, an ill-defined internal culture and a demotivated workforce, a global brand pulled itself together to make the whole greater than the sum of the parts.
And the parts were significant. A company made up of global brands in their own right, like British Airways World Cargo and Iberia Cargo. This was a bold move, removing some of the world's largest brands and replacing them with an unknown, all with the aim of communicating something far greater.
At the...