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In marketing, we often talk about the value of brand associations, of being at the top of the mind of consumers and having the brand instantly connect with a feeling, memory etc. However, putting all this into practice is probably one of the hardest things in the industry. According to researchers, there can only be 3 brands in of a consumer per category… don’t believe me?
A short brand-recognition exercise
Let’s do a little exercise: name 3 brands of Cola.
Now let me guess: The first one that you thought of was: Coca Cola? And maybe the color red? The second one was: Pepsi, perhaps? And the third one? Maybe you struggled a bit with this one, but probably it was the top selling “white label” brand from your local supermarket
Let’s do one more:
Think of good times (or more specifically, the recent holiday season) and name a brand of soft drinks.
I guess that you probably thought of something similar to the image below:
One last test:
Can you think of the holiday season and an airline/airport in the same breath?
Having troubles? Well it’s understandable since no airline brand has managed to “own” this idea yet, at least not in the minds of the general public. However some have managed to execute some “wow” campaigns aimed at associating their brands with positive emotions such as the ones associated with the holidays and Christmas seasons. As a result, they have ended up delighting customers, driving brand engagement and building loyalty.
In the spirit of the holiday season just gone by, with this Top 10, we have shown how some airlines and airports have spread smiles and goodwill amongst their customers.