In Part 2 of this exclusive interview, Laura Reis discusses her frank opinions on how airlines should (and shouldn’t) be using technology.

Laura is the president of Ries & Ries, an Atlanta-based marketing strategy firm that she runs with her father Al Ries – the branding guru. Together, they have written four books on branding, with a fifth one coming out in February. She is also a frequently quoted marketing expert in the New York Times, The Wall Street Journal, USA Today, Advertising Age, and other publications. Finally, she shares her thoughts on airline branding at SimpliFlying.
Social networks? Airlines are “kidding themselves”
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“Who’s going to be on an airline’s social network? People will go to Facebook or MySpace if they want to socialize online.” This is what Laura feels about airlines’ foray into the social networking world. She believes that exceptions like Virgin might just pull it off, because of Richard Branson’s PR genius and bravado, but for any other airline, it’s “just ridiculous and doesn’t make any sense at all”.

As you must have realized from my previous articles on the topic, I’m a believer in the use of latest technologies …

Canadian playwright Raymond Hull is famously quoted as saying that “he who trims himself to suit everyone will soon whittle himself away.” Laura Reis has aptly applied this concept to airline branding, and concluded that airlines need to “do one thing and do it well” to build lasting brands.

Laura Ries is a world renowned branding guru and is the president of Ries & Ries, an Atlanta-based marketing strategy firm that she runs with her father Al Ries – the person who coined the term “positioning”. Together they have consulted with many Fortune 500 companies, including leading airlines. Hence, it is an honor to feature her exclusive interview on airline branding at SimpliFlying.
The power of focus
In this Part 1 of 2 interviews, Laura and I discuss the importance of laser-sharp focus for airlines. She shares the example of American Airlines – whose latest campaign is “we know why you fly”. “Who doesn’t know why a person flies!”, Laura exclaims. American Airlines is a textbook example of unfocused and diluted branding, where a company is trying hard to please everyone, and in the end achieving little.

On …