Create an emotional connection for brand consideration
Consideration decisions come from establishing an emotional connection
Most big-ticket purchases in aviation and related industries are considered purchases. It is the job of marketing to understand what is important to decision makers and influencers in terms of feature, function, and cost benefit. Those are the issues that will be weighted against the competition when the rational purchase process begins. Continue reading
Creativity needs big data to define the landscape in which the brand operates
One provides tactical insight, the other the emotional glue
Big data is the buzzword of the day. The techno savvy number crunchers are heralding big data as an “end all, be all” for tracking RIO and determining which marketing initiatives to fund. I’m in agreement that big data, when properly interpreted, can provide customer insight as to the purchasing habits and the media channel that culminated the sale. No argument – this is valid tactical information and should be considered when planning marketing initiatives. Continue reading
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
If your gut tells you that the creative execution is weak, then rethink the concept and direction.
Developing creative concepts that work through multiple communication channels is challenging. Even if the original concept was founded on customer insight, big data crunching, and support from the HiPPO (Highest Paid Person Opinion), realizing that you’re in a hole and going nowhere is tougher. People-to-people marketing is about making emotional connections and if it does not feel right, then most likely it’s the wrong creative execution. Continue reading
Brand loyalty is stronger than feature & functionality
Brand promise comes from providing aspirational goals
When developing the strategic communication plan for a brand, I always pay attention to brand positioning with regards to its competitors and how, if at all, it presents its brand promise. Continue reading
Virgin America exemplifies their brand by portraying their customers as young, hip, and digitally connected.
Without a clear brand identity, you may have visibility but no personality.
“Commerce is about selling more products and services, but people are about desires and aspirations.”
Marc Gobe, Emotional Branding, Revised Edition
What do Victoria’s Secret and Virgin America share in common? Both understand the power of a brand culture and are able to translate that into a memorable brand experience. Aviation marketers that are seeking to define their brand need to consider a people-to-people marketing approach and understand that relevant brands are not based on messaging or logo design but on the experience associated with the brand. 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