Yes Jeps,
You are correct, he (Todd) brings marketing and branding, that is all.
This whole uniform exercise reeks of spin.
How many likes on fool book does it get?
Not whether the uniform is functional..
Geez a certain airline CEO faced with a 'clanker' of a uniform, gave the staff the budget a,timeline and a vote..He stipulated when voted on, no more complaints...
The uniform was designed and on budget. The crew wore it, without exception proud to be in it.
The CEO also undertook to wear the existing uniform until the new one was rolled out...Can't see the hallowed genius of QCA wearing it at Qantas.
Candidly giving people ownership is much easier and far more productive to a company than controlling and IR derived policies, but then the HR/IR types would have to find something else with which to justify their existence...