brand promise

Aviation Marketing: Differentiating your brand

/ Bailey Burk / Leave a comment
Brand differentiation is achieved by creating an emotional connection with customers that transcend the products’ functional benefits.

Aviation manufacturers use functional product benefits as a means of brand differentiation.  Competitive advantage is gained by offering enhanced component or system functionality. Product innovation is a good thing but innovation is a fleeting proposition.

Technology advantages are short-lived and the competition levels the playing field very quickly. This leads aviation manufacturers to try to cram more functionality into the next version of their product offering.

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Aviation Marketing: Delivering on your brand promise

/ Bailey Burk / Leave a comment
Turn customers into brand advocates by exceeding their expectations

What can aviation marketers learn from a British entrepreneur?  Sir Richard Branson has built an empire by delivering on the Virgin companies’ brand promise and exceeding customer expectations through a better brand experience.

In the digital age, brands and brand organizations live under the microscope. Fulfill the brand promise and all goes well. Exceed the brand promise with a better brand experience and customers become advocates, putting their reputations on the line because they believe in the brand.

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