Accountants do not have that level of decision making power.
Why does no one on here know what accountants actually do?
This is an operational decision taken by management under advice, on which Finance will be involved, but as soon as the moans about “bean counters” begin I switch off. Flybe’s problem is one of management, not accountancy. A good CEO understands the operational benefits and restrictions and makes a decision which he or she feels will bring the maximum benefit for the best price with the right capabilities and support.
As for rebrands, again, don’t blame the consultants for ripping you off, they were given a brief, delivered on it and were paid accordingly, by management. Sometimes a re-brand can help, think Delta dropping “wavey-gravey” to unify the brand in preparation for buying NWA, or Loganair, cos they HAD to. It can signal a new purpose and direction, but again, good management needs to drive the major change that a rebrand merely supports!