Envisioning the new positioning and the brand identity of an airline

A “BRAND” NEW SKY Case Study

engage by mapping

INTRODUCTION

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THE POWER OF OUR BRANDING

METHOD AND OTHER BUSINESS

STRATEGIES

Our work method is based on the

principles and techniques of Visual

Thinking. Visualization helps us to

think clearly and to simplify key

messages or concepts. Moreover,

through visualization we achieve

to transform complex information,

making it concrete and easier to

understand.

Many companies think they know

their customers, but do they

really understand their motives?

At last, when a company needs

branding, it wants to evoke a

positive emotional response that

turns customers into brand lovers.

Therefore, we strongly believe

in providing a holistic approach

focused on human being in order to

deal with any business challenge.

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OUR METHODOLOGY BENEFITS

Especially for this Airline, the

benefits obtained from our work

method based on Visual Thinking

Consultancy are very profitable to

design a communication campaign.

We explain below our Visual Thinking

Consultancy benefits one by one:

: Each brain hemisphere

has different responsibilities

and ways of processing. Visual

Thinking will allow us to merge

the left and the right brain

hemispheres to complement

each other, so that we can come

up with better ideas.

: Our lean forward

strategic work sessions have

the best result working together

with multidisciplinary teams of

our client while we build on the

collective brain.

: Visual Language

expresses meaning and

ownership, because anyone

contributes to the outcome.

: We use

visualization as the perfect

catalyst to achieve our

objectives, since they don’t stay

any longer as an imagination in

your head. Drawing goals allow

us to have a sense of scale.

: A visual helicopter view

will provide us a better scope

of the project to see possible

challenges along the way and

arguments to going in a certain

direction. So that, we will be

motivated.

: At the same time,

visualization helps us to

memorize, to transform

abstract ideas into something

tangible and at last to create

concrete outcomes.

EXPLORESituation Map

THINKDiscovery Maps

SHOWVisual communication

Rafael VivasCo-Founder of visualizamos

We could almost say that boarding

an airplane is almost similar to

start a new business challenge, when

we arrive in our destination we have

to deal with a different environment.

Equally, to succeed in an ever-changing

and complex world, we need an open-

minded team with creative thinking

skills in order to adapt to any situation.

Having experience and knowledge on

the best Visual Thinking techniques,

we aim to foster effective results within

organizations. We know that the right

use of Visual Thinking will generate the

EHQHÀWV�PHQWLRQHG�DERYH�DQG�ZLOO�UHVXOW�in better outcomes in communication,

but also in generating ideas or solving

(complex) business challenges.

“

”4

WHY WE BELIEVE IN USING AGILE

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The opportunity to create a

differentiate experience moved

us to participate by designing

our proposal for this Airline. The

challenge was related to the

creative development of the brand

and the launch of the new website.

We aimed at a younger target

audience and the ultimate goal

was to generate more traffic on the

website what would have to result

in more sales.

Like happens in any challenge,

the beginning is uncertain and

confusing, while you learn more

about a certain environment you

have to discover what is the real

problem you are trying to solve.

What is the consumer’s perception

of this Airline? What is the desired

situation? How can we get there?

Along this journey, it is important

to hold on that vision and trust the

process.

Our process is divided in three

phases:

this phase allows us

to settle targets for the project

development and that will include

a market research to be able to

learn the “language” of the new

strategic target audience.

on this phase we analyse

the data and draw conclusions

from what we captured in the

previous phase in order to start

building a customized proposal.

this phase will represent the

style and design of our proposed

creative concept.

EXPLORE

Thanks to the client’s help we

already had clear objectives on

mind, what facilitated us as a

great starting point to begin with

our exploration phase.

Marketing:�Spreading market share

�Launch of a new website

Communication:��Raise awareness by a younger

target audience

��Build loyalty in this niche market

��Enhance the image of This

Airline

��Using universal symbols to tell

stories

Publicity:��Create brand experience: live it

from the inside

��Transmit emotions: behind

every flight you will find a

hidden love story

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Market Research

What people say

What people will buy

Large samples

Broad insights

Quantitative

Looking back

Secure

Answers

Centred

Aspirations

User Experience Research

What people do

How people use a product/service

Small samples

Deep and focused insights

Qualitative

Looking forward

Valid

Questions

Context

Needs

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Our first step was to get a better

understanding of the airline

business environment and their

customers. A research was needed.

Most of us were used to marketing

research, a systematic method of

collecting and analyzing data, which

is used to solve marketing problems

about customers, product, market

positioning, brand, promotion, etc.

To achieve the best results, we

recommend complimenting this

research with a User Experience

Research to generate a complete

picture of the customers real needs.

The difference between a market

research and a user experience

research is that a market research

tends to focus on large numbers,

demographics, how to segment

the market, what people will

buy and what people say rather

than what people do. On the

other hand, a User Experience

Research is mostly interested in

the qualitative understanding

of people, which means treating

them as individuals as they

have their own backgrounds,

objectives and interests. It is a

way to approximate what kind

of relationship people have with

a website or a product. This

research is especially focused on

the different behaviours of people:

what they do and how they

interact. Finally, these findings are

extremely important if you want to

add true value to your brand.

MARKET RESEARCH VS USER EXPERIENCE RESEARCH

THINK

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EMPATHY MAPPINGThe User Experience Research

started with in-depth interviews

and observations to gain essential

findings. Then, we were able

to create an archetype trough

empathy mapping, representing

the main customers of this Airline.

Empathy maps are a perfect way

to think through those who are

the users of the service, bringing

together the thoughts, feelings and

experiences of an individual. We

create the map to better understand

the clients and their relationship

with the brand/company. The maps

consider what a customer might

want from a service or product,

helping us to understand how

services/products could meet their

needs.

In addition, it generates focus

and benefits for content creation,

marketing and communication

(incl video). Communications will

get more reads and shares, as it

will be especially tailored to the

audience.

Beatriz GonzálezDatos demográficos

Mujer30 añosGrado en International Marketing

Vive en Madrid

Trabaja desde hace 5 años en Repsol

Ingreso medio : !32.000

Rol: Marketing Manager

Generation X (1961-1981)

Características claves/habilidades/ actitud

Uso Internet/Redes Sociales

Usuario frecuente de:

Estilo de vida

festivales

We created a better image of our

archetype.: Beatriz Gonzalez, who

represents the new younger target

audience. So that, we extracted

the following conclusions:

target men and women between

24 and 45 who are economically

doing well, who have a good

standard of living, who are

sophisticated and who have a

lifestyle without boundaries.

professional success, are natives

in terms of technology and

cannot live without their mobile

as faithful companion to all their

destinations.

built through many cultures,

they love travelling, whether

adventure, curiosity, friends or

going back home.

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FOCUS GROUPTo validate our initial assumption,

we decided to conduct a focus

group made of a careful selection

of international individuals; one of

them frequent flyer from Greece,

another one from Netherlands, two

from Argentina and another from

Swiss. They exemplified the criteria

of the target audience and they

could represent the main group.

The focus group Program contained

activities specially designed to

unleash creative thinking:

A.

How could an airline increase

their sales through internet

nowadays?

B.

Discover the new value curve

C.

Discover the new value curve

D. Why do you buy a plane ticket?

E.

Why do you travel?

The selected group with whom we

worked are people who fly on a

regular basis.

Name Lucía Baldur Marianna Flavia

Age 33 45 26 36

Work travels per year

- 35 - 4

Leissure travels per year

8 4 10 8

10

Lucíabaldur

FLavia

marianna

NEW POSITIONINGIn order to develop the new

positioning we used a graph to

take a visual capture of this Airline

position against the Premier and

Low Cost Airlines, considering

essential values: price / quality,

transparency, freshness, flexibility,

punctuality, comfort, safety,

customer service, personal

attention and social media.

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price transparency freshness flexibility punctuality comfort safety customer service

personal attention

social media

HIG

HLO

WM

ED

IUM

PREMIERINTELIGENT OPTION

LOW-COST

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MODEL CANVAS

PROBLEMAS/INQUIETUDES

ACTIVIDADES CLAVE

MÉTRICAS CLAVE

PROPUESTA DE VALOR

MENSAJE CLAVE DE LA PROPUESTA

CANALES

PÚBLICO OBJETIVO !PERSONA´S"

El público objetivo tiene demasiadas opciones

fieles

Demasiada oferta & competencia

ventas

Viajar ya no es algo

las clases sociales.

para comprar por Internet

con plataformas de buscadores de vuelos

Misma calidad de

precio menor

Trato personal

Horarios flexibles

cuidan de si mismos

vuelos

Volar por amor

Détras de cada vuelo se esconde una historia de amor

# destinos

Ventas

Redes sociales

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CREATIVE CONCEPTThe total outcomes are the result

of the main creative concept:

You fly because of love. Behind

every flight a love story is hidden:

love with your partner, friends or

family. We discovered that when

someone books a flight, it may

seem a cold act, but actually it

is not, as customers are in fact

strengthening a relationship, either

with their partner, friends, family

or even with a hobby or a country.

It can be seen as a declaration of

love.

Our new campaign proposed

for this Airline was born out of

the gathered insights plus the

inspiration to use the emotional

value and the universal symbol

of love. It seems to be influencing

the sales of airline tickets. With

a sophisticated, personal and

optimistic tone this Airline could

launch its new website with the

privilege and advantages of being

part of a VIP CLUB.

SHOW

Thanks to mapping out our ideas

graphically, creating a customer

archetype with a “real” face and

involving the final customer we

could visualize customers and

enhance the ability to build their

empathic understanding.

Mapping ideas is essential to come

up with the new branding strategy:

the creative concept including the

customized communication style.

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Then the main concept was

defined it was just a matter

of transforming it into a new

suggested visual communication:

Respecting the main house

style, we upgraded the

creative applications with the

new creative concept and

we represented it through a

promotional video, a carefully

re-designed logotype, the

claim, banners, advertisements,

website, social media,

communication style, etc. The

high-differentiated experience

we wanted to achieve made it

possible by using photographs

with a strong appeal for a

younger target audience. We

made it more dynamic by

applying illustrations and a

warmer tone of colours and by

using particular types of photos:

1 The young target audience living

the travelling experience (airport,

airplane).

2 The young target audience in

social situations live and online

(using technology, making

“Selfies”, etc.).

3 The young target audience living

unique experiences or doing fun

activities outside Madrid.

4 Details about the trip (with or

without people).

Vuela por amor desde Madrid

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As you can see, making your

work visible reduces risks

and is practical to work in

multidisciplinary teams, as you

need to generate a shared vision,

and translate it in actions and

results within a short time.

Do you need to rethink your

branding strategy or do you want

to find out how we can help you

further in any other business

challenge? Contact us for

personalized advice.

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