Strip yourself of your strong national identity. Replace the instantly recognisable symbols of Ireland - the green and the Shamrock, with an anonymous red dot. Sounds like a great marketing idea.....not.
Burn bridges with major partner airlines and drop the service which brings you high-yield traffic and helps your country's economy. Sounds like a great marketing idea.....not.
Lose your unique selling point and make yourself more like your main competitor. Sounds like a great marketing idea....not.
All sounds like the work of consultants, who will have 'flown' away with their whopping fee to create the next disaster.