New Report: The 6X+S Airline Brand Model

The airline industry is truly like no other. It is cyclical, incurs high fixed costs, faces uncertainties due to heavy dependency on fluctuating factors like weather and oil prices, and has a length of engagement with the customer that is rare in other industries.

Despite these unique features of airline brand engagement, most airline marketers apply the same generic marketing principles that are used for other consumer products.

And now there’s a new challenge on the horizon: the need to operate sustainably and reduce the impact on the environment. How can airline brands become remarkable given this new reality?

Sustainability comes into focus.

We believe an ideal airline brand model would account for the realities of business and the unique nature of the industry.

The 6X+S model helps guide an airline’s branding approach by focusing on six key levers with sustainability as an overarching consideration for each.

Explore these concepts and the accompanying case studies featuring United Airlines, Air New Zealand, Schiphol Airport, and others in our new whitepaper!