Re: Branding and marketing

From: Brad Jensen <brad_at_elstore.com>
Date: Fri 23 Feb 2001 12:04:32 -0600

BRYCE WALKER <bryce_at_hotwebreviews.com> WROTE:

> The branding discussion has not focused enough on
> asking the question: What does the consumer associate
> with the brand? A successful brand creates an emotion
> and an expectation in a consumer. Thus, I associate
> Southwest with the expectation of "cheap air travel"
> and the emotion of "blue collar, thrifty, friendly and
> so shrug your shoulders and say 'why not?'"

That's funny, because I associate it with :

the first modern airline
(the others are struggling with the pre-deregulation model)
and well-run company
and professional service
never kills its passengers

"Hi we're SW Airlines, and we haven't killed any of you yet.''



Received on Fri Feb 23 2001 - 12:04:32 CST