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:
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Ryanair’s CEO, Michael O’Leary recently called his customer “idiots.” Having never had the pleasure to fly Europe’s largest low cost carrier, I was glad not to be classified as one of the above. Yet from the decidedly colloquial North American viewpoint, it is a revealing look into Ryanair’s branding strategy.
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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.”
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Blogging with no followers is like the sound of one hand clapping. Building a following can be time consuming and resource intensive. Below are 10 tactics for gaining traction and building a solid community of followers.
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Reuben Steiger, Principal at Methods New York studio, wrote an article for Fast Company Design.com entitled, “Great Brands Are About Fusing Product And Service. How Do You Do It?” In the article, Reuben identifies actionable items to create a better brand experience. Below is my interpretation of his article for aviation marketers and how a better brand experience can lead to generating more top line revenue.
Continue readingCarolyn M. Brown pinned an article for INC. Magazine entitled “How to Successfully Rebrand Your Business.” Below is my interpretation of why rebranding is relevant to aviation manufacturers.
The aviation industry is innovation driven. However, not all aviation manufacturers embrace innovation without some sort of government mandate. If you are standing still, you are losing business and market share. Changes in the business climate require adjustment, and in some situations a complete overhaul, for business improvement.
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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.
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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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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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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.
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Life After Advertising 2.0 