A brand story requires a social point of view
Defining your values improves your brand story
Aviation companies that are practitioners of people-to-people marketing spend their marketing capital wisely by defining their position and understanding their point of differentiation. This due diligence leads to delivering key messages in clear concise terms that are easily understood by the constituents with whom they wish to do business. Continue reading
Emotional memory creates a connection to the brand.
Products fulfill needs. Experiences fulfill desires.
In Marc Gobé’s book, “Emotional Branding: The New Paradigm for Connecting Brands to People,” Gobé puts forth 10 commandments for emotional branding. One I found particularly relevant for aviation manufacturers and marketers was the premise: Continue reading
Differentiating your brand starts with making personal connections
Those involved with aviation services and product manufacturing pride themselves on providing flawless products that perform to the highest of specifications. In their eyes, the functionality and reliability of their products define their brand story. However, looking through the perspective of the purchaser reveals a different picture. Continue reading
Insights are not shiny objects. Many times insights are buried in the customer’s emotional connection to the brand.
Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.” Continue reading
Point-of-view marketing through social media can very effective when supported with proper brand positioning.
Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view. Continue reading
Connecting digital technologies — data, devices, screens, and sensors — will define the social experience, leading aviation marketers to customize the brand experience based on society and cultural relevance.
The Futures Company published “Technology 2020: How the Digital World is Reshaping Business.” The report provides a framework for, and a view of, the way in which digital technology will evolve over the next decade, and helps organizations plan their response to these changes. Continue reading
The digital ecosystem is a disruptive force, leading many aviation marketers to take on too many capabilities instead of mastering a few.
Strategy&, Korn/Ferry International, and the Association of National Advertisers (ANA) recently conducted a survey of 350 senior marketing professionals across many industries to find out how the role of marketing is evolving at their companies in response to changes in the digital marketing and media ecosystem. Continue reading
To differentiate your brand, you need a meaningful difference and an emotional connection to the brand promise
Pick up any aviation trade journal and you’ll see an advertisement that reads something like this:
X-Y-Z brand provides world-class engineering solutions for mission critical aviation systems. We have the experience and capabilities to satisfy your requirements.
Visit any aviation manufacturer’s website and you’ll read this:
With A-B-C brand you’ll experience brilliant engineering and advanced technology in a DO-160 compliant gismo, combined with superior customer service.
Both of these examples are victims of “place your logo here” marketing. Continue reading