Carnival Cruise must do more than just replace its CEO
Tom Dougherty, CEO – Stealing Share
28 June 2013
Carnival has more than just operational issues
Carnival Cruise announced recently that it was replacing its current CEO, Micky Arison, with Arnold W. Donald. It is also time to replace its aging “Fun Ship” brand.
Carnival has been hammered over the past year with a series of problems with its ships. This has had a chilling effect throughout the cruise industry, but has really hit Carnival Cruise in particular.
“I just really don’t know how a brand promise of “Fun Ship” differentiates Carnival Cruise from its competitors. After all, aren’t all cruises supposed to be fun?”
Unless you were planning to go on “Survivor: The Cruise Ship Edition,” the prospect of getting stuck on an inoperable cruise ship certainly doesn’t pay off the “Fun Ship” brand Carnival has tried so hard to create.
But really, my issues with Carnival’s brand date earlier than its recent problems. I just really don’t know how a brand promise of “Fun Ship” differentiates Carnival Cruise from its competitors. After all, aren’t all cruises supposed to be fun?
Fun as a promise is just a restatement of what all cruising is supposed to be. In and of itself, it is not a reason to choose. Think of it this way, would any competitor claim to be the “Not Fun Ship?” Not intentionally, of course, so therefore “fun” is a product benefit of the entire category.
Carnival should take this time to reset its brand like it is resetting its CEO. I have no doubt, based upon the historical success of Carnival, that Mr. Donald is very capable. But Carnival’s problems are far deeper than just its CEO.
Nextdoor Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...