What’s your brand’s reputation worth?

The customer’s emotional connection to a brand’s reputation reflects their values and beliefs

It has been documented by several top-flight management consulting firms that B-to-B brands can achieve brand loyalty by providing positive experiences across multiple touchpoints. While I agree with this statement, it fails to take into account the customer’s emotional connection with the brand’s reputation. Their emotional connection is the real estate between the customer’s ears. Owning this can be a competitive advantage because it makes the competition work harder and invest more to be considered in the evaluation segment of the considered purchase process.

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Air charter: Defining your brand

On-demand air charter customers seek a better brand experience.

With over 2500 air charter operators in the United States, competition is fierce for acquiring and keeping customers. While the focus of on-demand air travel is safety, security, and productivity, charter operators should not overlook the value of the emotional connection that customers need to establish with their brand.

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Brand Loyalty and the Art of Motorcycles

Visceral experiences create emotional connections to brands.

It was the bucket list ride. 2,200 miles in all, beginning with a ride to Big Bend National Park and culminating with the North Texas Norton Owners Association rally in the Texas hill country. That much seat and think time allows for serious contemplation such as brand loyalty -– how to create it and how to keep it.

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Does your brand embrace change?

People-to-People marketing changes the approach to customer relationships.

When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things:  1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. Yet many times after this suggestion is made there is resistance to change and a tendency to circle back and do things the way they are most comfortable with. This usually takes the form of reskinning their current website with the latest product iteration.

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Aviation Marketing: Investing in your brand perception

As your brand is perceived so is your company.

In the aviation industry, brands fall into three categories – innovators, challengers and laggards. Innovative brands take calculated risk; they think big, invest smartly and understand the power of marketing. Challenger brands are smart and agile they rely on new technology and materials to disrupt traditional business models. Laggards, well are laggards. Laggard brands practice “Random Acts of Marketing” a term my colleague Paula Willliams uses to describe marketing tactics without strategy.

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Why ROI measurement for inbound marketing fails

Simple ROI measurement for inbound marketing fail to consider the shelf life of content

Here we are in the age of “Big Data” where everything can be tracked and scrutinized. For aviation marketers is means one more hurtle to jump when trying to justify investment of marketing funds for inbound marketing programs.

Traditional RIO measurement seems very simple – take the gain of the investment, subtract the cost of the investment, and divide the total by the cost of the investment.

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Aviation Marketing: Engaging employees in social media marketing

People-to-people marketing uses social media to build relationships.
Social media provides insight into the customer’s brand experience

The website technorati.com has lunched a podcast series, “Social Brands & Influencers”. Technorati interviews top thought leaders and decision makers in the social media and marketing world. Liz Brown Bullock formally of Dell Computer and now CEO of the start up SASI provided her perspective on getting employees involved in social media marketing. Below is my interpretation for aviation marketers.

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