How to Build a Brand for a Capitalist Mind

Maggie O'Brien: How do you position an airline as a force for good that doesn't get the BS reaction. Karl, how would you describe the strategic recommendation to United in a few words? "We are not satisfied with just being an airline," he says. Ogilvie's creative department at 72 has 'an obsession with testing strategy to death,' she adds."I think it's fair to say Maggie like we were loving the vibe," writes Cevallos.