Op-Ed: Lufthansa’s New Livery Is Everything That’s Wrong With Branding

No one is saying airlines gain or lose passengers because of their livery. Except, well…. It’s not an excuse! It’s really not. Branding is one of the few ways a company engages with a customer in anything that can be called non-transactional. Companies, in antiquity, used to spend billions on brand strategy. Brands beget mindshare; mindshare begets preference; preference leads to purchase. It’s a fairly standard marketing pipeline. (airwaysmag.com) Más...