Finding ways to “brand” your artistic director goes a long way towards defining the success of your arts organization. The Canadian Opera Company’s Richard Bradshaw has remade “one of the fustiest cultural institutions in the land into one of the hippest”. Conversely, the Toronto Symphony tried to position Jukka-Pekka Saraste as a stud and turned off the orchestra’s traditional supporters. – The Globe and Mail (Canada) 09/28/00