Strategic Brand Consulting
Previously we claimed that people fly Porter primarily because of convenience and not chicness. Also, we recommended that you could force your customers to trade off attributes so that you can find what they genuinely want. Let's dive a little deeper and see how smart guys at Bain & Company can help you. If there [...]
Last week we talked about the good branding decisions Porter Airlines make. However, we ended by saying that nobody's perfect. Porter is not an exception. Here is why... Decades ago Trout and Ries wrote that a brand's greatest enemy is the Wall Street (Bay Street in Canada) Finance guys want you to grow and they [...]
When I am often asked what my favourite brands are, I try to name Canadian brands as much as possible. It is not a secret that my favourite Canadian brand is Porter Airlines. Hands down, that company knows everything about branding. Here is why I like them and what you can learn from them: 1) [...]