Once there was a really fun, spirited airline that flew out of Dallas, Texas. This airline positioned itself as “The End of the Plain Plane.” And, so it was. The idea was to relevantly differentiate the airline brand from the competition; to provide customers with a really appealing alternative.
So I was contacted by a young brand strategist this week, asking whether he could ask me a some questions about brand strategy.
A couple of years ago, it was really clear that drivers who needed rental cars did not want to drive EV rental cars. A long wait at the rental car desk in Albany, NY – the New York State capital, showed the absolute horror of being assigned an EV. Customers said “no” while being told that this was their only option. Frustrated customers walked away to the competitors’ counters.
In its most recent January 2025 earnings report, Boeing indicated it suffered a $4 billion loss, roughly four times “worse” than what was expected by analysts and Wall Street. Now what?
In our current environment, there are brands taking the opportunity to revitalize. CoverGirl and Burberry are two brands implementing turnarounds. These two brands operate in different segments. But, these two brands have one thing in common: a focus on their brand core.
