Ryanair needs to move away from being totally price driven and aim to be a desired brand.
Couldn't agree more. The time of "uncontrolled" expansion is coming to an end. They already have the potential, now they should try to raise a profile, let's say they need a little face-lifting. There is much good in Ryanair by the way (like the effectiveness, productivity and so on). However, far too many people associate them with "this crappy airline". It does not require that much to change it.