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 →