It’s been a busy, busy week in the brand world. And what has been remarkable about this particular week is that we’ve witnessed inspiring examples of brands at their best as well as embarrassing examples of brands at their worst. Let’s start on an upbeat note with Apple and the iPad.

We have all been inundated with feedback from experts and consumers alike about Apple’s newest phenomenon to such an extent that it’s really quite difficult to come up with anything new to say about it. And that statement by itself is indicative of how pioneering and how culturally relevant the Apple brand has become. After absorbing many articles about the new magical device, I have just two points to add to the conversation:

1. We all know that in the tech world, no-one gets it right first time, including Apple. Having said that, the iPad would appear to have moved light years ahead of previous competitive efforts. And we all know that the crafty crew in Cupertino are already well advanced in developing iPad 2.0 (and maybe even 3.0). So those who have been quick to dismiss the usefulness of the device, I would just say…be careful!!

2. The iPad has already become a call to action and a catalyst for many different creative folk such as musicians, photographers, publishers etc and this is the same creative community that has been busy helping to build the App Store for the iPhone. It’s a classic example of collaboration between the most innovative technology brand in the world and the best software program developers globally…how inspiring is that??

So from Apple, with its pioneering, game-changing, culture-immersing approach, let’s for a few minutes move to the opposite end of the brand spectrum where we find an entire industry and many of its brands apparently hell-bent on destruction. I am talking the airline business and let me explain:

–      This week Spirit Airlines has announced that it is planning to charge (up to $45) for any carry-on bag that is loaded into the overhead bins. What are they smoking?

–      Not to be beaten, on the other side of the pond, Ryanair proudly informed us that they are revisiting the plan to charge for using the lavatories on board their aircraft. Wow!!

I have criticized the airline industry before so I do want to try and sound reasonable this time but…

Where oh where are the marketers in this industry when we need them? What are they thinking?

How can they allow this ongoing destruction of the customer experience to keep on happening?

Do they know something about brand building that the rest of us don’t or have the operations people now just totally taken control of the airlines?

The contrast in brand strategy makes for an interesting analysis. On the one hand, Apple must be congratulated for striving to build products that make a difference to people’s lives. They don’t always get it right first time but they work with consumers and experts over time in a real sense of partnership and collaboration. On the other hand, Spirit, Ryanair (and the others who will doubtless follow), must be criticized for their involvement in a never-ending, downward spiral that de-specifies the brand and the experience and leaves the customer worse off, disgruntled and disloyal.

But rather than end on this pessimistic note, can you imagine what Steve Jobs and crew could do if they owned an airline. Now that’s definitely worth dreaming about!! Would they be able to make the flying experience emotionally enjoyable? Would they be able to continually out-maneuver their competition in the way they do at present? Would they be able to make a real and radical difference to the flying experience? You betcha they could!!

But in the absence of this happening, the counsel that I would give to those beleaguered marketers in the airline business is to stop for a second and take stock. Building brands is an additive endeavor (as Apple will tell you) and no one has built a meaningful brand by continuously removing benefits. What is needed in the airlines is for branding and marketing to take a more central seat at the top table and to devise a groundbreaking brand strategy that adds value, gives customers more of what they want and that truly differentiates their business from the competition. Until that happens, the vicious cycle is likely to continue.

Simon Williams

Tweet this | Tags: airline, Apple, brand, brand strategy, iPad, marketing, positioning, Ryanair, Spirit, tech

This entry was posted on Friday, April 9th, 2010 at 10:48 am and is filed under The 3rd Button. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.