by Shashank Nigam | October 29th, 2008
No Comments
….
“Airlines need to have more of their staff smiling in their interactions with passengers, to make them feel comfortable. All we need is a little empathy.” That’s one of the tips Patrick Hanlon shared in my chat with him yesterday, on how airlines can build stronger brands to weather this crisis better.
Patrick, the Founder and CEO of Thinktopia, has been a marketing practitioner for over 20 years. His book Primal Branding: Create Zealots For Your Brand, Your Company And Your Future was named “Best Read 2006” and recently chosen as one of the “Top 10 marketing reads” by Britain’s Drum magazine.
Brands as belief systems
In his book, Primal Branding, Patrick emphasizes the importance of brands as belief systems. In his interview, he gives the example of Apple, Nike and Harley Davidson as brands that have built a level of fervor around them that’s difficult to emulate. But it can be done.
Patrick shares ways in which airlines can get employees and customers to rally around the brand in difficult times, and practical ways in which to build a belief system. The key, he believes, …
