Explaining why it took him two days to issue a full apology for the bumped passenger incident that shocked the world, United Airlines CEO Oscar Munoz said he was waiting for the facts. One fact should have been immediately clear; the brand was in grave danger. A CEO has multiple responsibilities, among them the company’s employees, customers, investors and brand. In a service industry, your brand is the business. And, as airlines – especially the consolidated US carriers - ...

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