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Airline Brand Strategy

Airline Brand Strategy

Transaction Mode: Danger For Brands

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Airline Brand Strategy

The response by airlines to customers’ demands for lower and lower fares has been to do exactly that, lower seat costs, but at the same time to strip more and more of what is included in the fare out of the price.

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Airline Brand Strategy

Airline Brands And Low Profits

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And then there were four…major U.S. airlines that is. Last week, it was announced that American Airlines will merge with US Airways. Neither airline can be considered a strong business or a strong brand, but perhaps consolidation will finally lead to an improvement in business results and customer satisfaction. The only question to my mind is which of those two things is the chicken and which is the egg?

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Airline Brand Strategy

Airline Brand Strategy: A Focus On Women

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Brand Strategy Song Airlines Brand Delta

In a recent post on airline brand differentiation I shared insight into the creation of Song Airlines, Delta’s high touch-low cost airline subsidiary, a first of its kind airline brand developed to attract primarily women to its leisure destinations. While President and chief brand advocate, we conceptualized Song in late 2002, it began flying April 15, 2003. Song was merged back into Delta on May 31, 2006, during Delta’s bankruptcy process. Today on Branding Strategy Insider, more on the Song story and how we created a differentiated brand in a cluttered, uninspired marketplace:

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Airline Brand Strategy

Brand Strategy: Differentiating An Airline

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Remarkably, even though Song Airlines (Delta’s high-touch low-cost subsidiary) was folded back into Delta in Mid 2006, I still get several comments each month from former customers and employees about what a great brand it was. As the creator of the airline, and builder of the brand, I am at once gratified by their fondness yet disappointed that the airline became a casualty of bankruptcy and the need to economize – maintaining two independent airline brands and workforces was more expensive than one, and austerity was the rule of the day.

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Airline Brand Strategy

Welcome Aboard: John Selvaggio

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I am excited to welcome John Selvaggio to The Blake Project team. John is the former President of Song Airlines, and was the “founding optimist and visionist” of this dynamic brand offering from parent, Delta Airlines. He was responsible for guiding its growth from 1 aircraft to 36 in six months and ensuring its success in the very competitive low-fare market place. John worked with Delta for six years, and has more than 30 years of airline experience.

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