KGB TV Interview with John Borghetti

[oz_mark]

For those interested, Business Spectator have done an interview with John Borghetti.

Article here: Virgin's business class upgrade | Stephen Bartholomeusz | Commentary | Business Spectator

Interview here: KGBTV Video Interviews | Leaders in Business Interview Series | Business Spectator

Transcript here: KGB TV: John Borghetti | Stephen Bartholomeusz, Robert Gottliebsen | Interview | Business Spectator

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I found some fairly honest answers to questions from JB. For example, the following answer to about being in the middle is something I think a lot of people on this board would agree with:

JB: Which I'm not sure I believed then, but they were good lines to use, and I certainly don’t believe it now. And the truth is we’re not in the middle. I wish we were in the middle, but we’re not. At the moment we’re just a little bit up from the lower end of the market, very firmly focused on the bottom end of the market. What we really want to do is create an airline that is modern and that is relevant to both ends of the market. And I think you can do that; in fact, I know you can do that. So to your point about being stuck in the middle – no, we’re not stuck in the middle. I’d like us to move more towards the middle so that we can be a relevant player in both markets. And, you know, the other thing that we have to remember is we’ve got a very powerful brand here. I mean, the Virgin brand has got to be one of the truly global brands in this country, and it is very easy or relatively easy for us to stretch that brand into that middle space and be relevant at both ends, and that’s where you’ll see us move with some pretty aggressive marketing strategy towards next year.

 

[proskyneo]

A good watch, thanks for posting