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brand challenges

Awareness Soaring, Malaysia Airlines Vows to #StayStrong and Not Rebrand

Posted by Mark J. Miller on March 24, 2015 11:58 AM

Although Malaysia Airlines had two major crashes that made global news last year, there is no rebranding under way. In fact, the carrier's brand recognition has never been stronger. But how to leverage that is a delicate balance.

“Name recognition is now in the range of Coke and Pepsi,” Dean Dacko, the airline’s head of marketing, told Mumbrella. “That kind of awareness takes decades and billions of dollars in investment to build. To abandon that, from a commercial marketing perspective, would be a tragically bad mistake to make.”

The phrase “tragically bad mistake” might be one the marketing department would prefer to avoid altogether, considering the airline lost 510 passengers and 27 crew members a year ago. Still, the numbers do support Dacko’s claim. Brand awareness, which was in the low single digits before the crashes, has now reached 86 percent.Continue reading...

ready for takeoff

One Brand, One Heart: Southwest's Brand Refresh, From Souped Up Planes to Nuts

Posted by Jennifer Yepez on March 23, 2015 03:04 PM

It’s been six months since Southwest revealed its new brand platform, under the umbrella of Heart One—and since then, a lot has changed.

The airline hadn’t updated its branding for 14 years, but when it finally decided the time was right to move ahead, it had a lot to celebrate. First, the Wright Amendment expired in October 2014, which eliminated the onerous restrictions on flights in and out of the airline's home base of Love Field in Dallas. Second, thanks to its acquisition of Airtran, Southwest could finally offer international flights.

The goal of the new branding was simple—to remind customers and employees alike that people are at the heart of everything the airline does, which led to the heart on the belly on the plane.Continue reading...

sustainability

JetBlue’s BlueBud Mentors Sustainable—and Tasty—Airline Food

Posted by Sheila Shayon on March 23, 2015 11:01 AM

JetBlue is flying into mentoring for small and start-up sustainable food companies with a new program, BlueBud.

Participants gain exclusive access to JetBlue's business leaders and product development culture—and ultimately, learn what it takes to get their products on board JetBlue’s commercial aircraft.

BlueBud is focusing on homegrown food companies that fit within the curated JetBlue experience, starting with New York State.

Beyond BlueBud, JetBlue is showcasing its core values, “Safety, Caring, Integrity, Passion, Fun,” on its newest aircraft, Bluemanity.

brandchannel spoke with Sophia Mendelsohn, Sustainability Manager, JetBlue, about the airline’s broader sustainability commitment and values.Continue reading...

brand challenges

Can Malaysia's Airlines Rise Above Problems With New flymojo Brand?

Posted by Ilan Beesen on March 20, 2015 02:02 PM

Once again, we were all reminded of the hazards of air travel with the recent news that a Malaysia Airlines moist towelette washed up on a Western Australia beach last year.

After three crashes in 2014—one by an AirAsia flight and two involving the country's national carrier, Malaysia Air—would-be travelers are looking to Malaysian carriers for signs of improvements and a renewed commitment to safety.

Concerned travelers may be relieved to learn that the Malaysian government has shared plans to overhaul Malaysia Air and to launch a brand new airline. Continue reading...

uphill battles

JetBlue Elevates Brand to Offset Legroom, Checked Baggage Fee Grumbling

Posted by Mark J. Miller on February 23, 2015 12:07 PM

JetBlue is about to join the legion of airlines that cut back on legroom and charge fees for checked baggage, two major changes that customers, unhappily, will see in the coming months.

Consumers, however, already have taken note and are not very happy. Since the plans were unveiled late last year, the number of consumers who say they feel “positive” about the brand has dropped from 63.8% to 56.2%, according to research firm YouGov.

Marty St. George, executive vice president, commercial and planning for JetBlue and the brand’s head of marketing, told the Wall Street Journal in a Q&A that baggage fees are less of a problem for consumers than they used to be.

He added that reducing legroom should “be a nonissue once people see what the customer experience will be,” particularly since JetBlue will still “have more legroom than any other airline in North America.”Continue reading...

brand essence

As Airlines Spritz the Friendly Skies, Does It Make Scents for Their Brands?

Posted by Elisabeth Dick Oak on February 12, 2015 02:32 PM

Travel blogs are buzzing with the news of United's new brand scent, tentatively named “Landing.” A light blend of orange peel, sandalwood, cedar and leather, Landing can now be sniffed on jetways and United Club lounges at Chicago’s O’Hare airport.

United is not the first brand to hope customers will follow their nose. Cinnabon routinely puts their ovens near the front of their stores so that the drool-inducing smell of its cinnamon rolls will linger in the air. Automakers including Nissan have introduced their own scents. And hotel chains such as Sofitel and The Ritz-Carlton have piped signature scents through their air vents for years—tweaking them for specific locales and even selling them in their shops.

Airlines including Turkish Airlines and Air Canada’s low-cost rouge brand also offer their own branded scents, while Alaska Airlines is working on one, according to the Wall Street Journal. And they’re not wrong to make the investment in fragrant flyer programs.Continue reading...

ready for takeoff

JetBlue Onboards Apple Pay in Airline Industry First

Posted by Mark J. Miller on February 10, 2015 02:09 PM

Mobile payments are certainly taking off. Starting next week, JetBlue passengers on select flights will be able to purchase food, drinks and other amenities (if not SkyMall purchases) using Apple Pay on an iPhone 6 or iPhone6 Plus. This marks the first mobile payment system to be used on an airline, but it certainly won’t be the last.

JetBlue’s flight attendants will carry around specially equipped iPad Minis that can accept both the six-month-old Apply Pay as well as credit cards. "The iPad Minis will also give flight attendants info on which passengers are frequent fliers and who is having a birthday," according to JetBlue's press release.

In addition, the airline is hoping to move its bulky flight-attendant manuals over to the iPad Mini as well.Continue reading...

traveling brands

KLM Puts the 'Air' in Airbnb With Airplane Apartment and Local Listings

Posted by Mark J. Miller on December 11, 2014 10:47 AM

Hoteliers across the globe now have another reason to up the ante in their competition with the ever-growing Airbnb. The brand has taken another big step toward cultural legitimacy with a new partnership with KLM.

The Dutch airline and the San Francisco-based short-term rental website have teamed up to offer each other’s services to their consumers.

The partnership kicked off with a KLM plane at its homebase at Amsterdam's Schiphol airport being completely turned into a full-on apartment that three different sets of contest winners got to stay in.Continue reading...

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