Employee branding is the process in which employees internalize the brand image and project the image to customers, employees, and other constituents. Southwest Airlines’ brand image is based on:
“Demystifying Social Media,” published by McKinnsey Quarterly, reports on how executives can harness social media to shape the customer purchasing decision in predictable ways.
My interpretation of the report for aviation marketers focuses on where in the considered purchase process social media may have the greatest influence on the purchasing decision for aviation products and services.
Continue reading
In the aviation trade show world, most aviation component and system manufacturers find it next to impossible to compete for attention when the likes of Gulfstream or Honeywell dominate the landscape with giant displays and mega events.
Continue readingAviation manufacturers that advertise are making an investment in long-term brand performance. Advertising has a multiplier effect – when integrated with other marketing efforts, it helps position and create a preference for the brand while building awareness with purchasers and influencers.
Continue readingBrian Heidelberger, Partner and Chair of Winston + Strawn, LLP’s advertising, marketing, and entertainment law group and Monique Bhargava, Associate in Winston and Strawn’s intellectual property department have written the article “How Brands Can Use Pinterest Without Breaking the Law.”
My interpretation of the article is that aviation marketers should be aware of potential legal liabilities when posting images to Pinterest to protect their brand from copyright infringement lawsuits. Continue reading
Facebook commissioned Forrester research to evaluate how marketers are building brands in the connected world. The research revealed that most marketers believed that social media was important to brand building, however their current strategies were out of sync with how customers prefer to interact with their offerings.
Continue reading
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
Social media is full of challenges. It’s continuous, messy, unpredictable, and non-linear, requiring aviation marketers to adopt new strategies, measurement metrics, organizational structures, and technology to successfully integrate social media into their marketing mix.
Continue readingThe aviation industry has been slow to embrace social media. However, forward-thinking aviation manufacturers that are early movers will have a competitive advantage over their peers.
Accenture Consulting published an enlightening social media adoption report on B2B companies. Here are some of their key findings, along with my insights for aviation marketers.
Continue reading
Aviation component and systems manufacturers already practice the basic elements required for social marketing. Taking what you know on the B2B side and moving it to the people-to-people social marketing side requires a shift in thinking – losing the urge to dominate the conversation and understanding the tactics and tools of social marketing.
Continue reading
Life After Advertising 2.0 