An airline has over 50 different brand touchpoints at which it can
choose to operate exactly as it has in the past or to exceed
expectations at each step and become truly exceptional. This book
aims to highlight 10 exceptional airline brands which are thinking
differently about branding, and executing brilliantly. There is an
exceptional breed of airlines that continue to win in their markets
because they dare to think differently. They dare to challenge the
conventional wisdom and industry norms.Some proactively borrow
concepts from consumer industries; some choose to put customers at
the heart of their business; some choose to empower their staff to
lead the brand. Yet, they all aim to create an experience that the
customers will appreciate, pay for and share about - in their own
different ways. This book sets a new direction on and a new
attitude towards airline marketing.
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