The Spirit Airlines brand may be weak, but at least it has one
Tom Dougherty, CEO – Stealing Share
23 May 2013
That’s more than the other airlines can say
Consumer Reports just released its annual airline rankings and Spirit Airlines ranked dead last on the list. Ben Baldanza, Spirit Airlines CEO, was perfectly fine with that, saying legroom, seat size and other airline amenities are not what Spirit is all about. Rather, lowest cost and shareholder value is how Spirit should be measured.
Perhaps he is actually on to something.
“That does not mean Spirit is the most meaningful brand out there. But considering the current state of airline travel, Spirit isn’t any worse than the others.”
Spirit Airlines is all about no-nonsense cheap flights. It is very proud and self- effacing about this. Its seats are smaller and it has no beverage service, but its flights are full. Why? Because Spirit is aiming for a specific audience – the bargain shopper.
That does not mean Spirit is the most meaningful brand out there. But considering the current state of airline travel, Spirit isn’t any worse than the others. Spirit is at least being upfront about it.
We say all the time that brands have to resonate with people emotionally. For a great many of us, there is significant emotion tied up in saving money. For some, that trumps everything else. Those airline passengers feel they are the smart ones by going cheap. To them, it is not really worth a couple hundred dollars for more leg room and a beverage.
The power of brands is that, by their very nature, they should not be for everyone. This is the fundamental problem for airlines. No one knows whom United, Delta, or American are for. They just seem to be for everyone, which means they are emotionally for no one.
Spirit Airlines is not a brand for everyone, but I can’t deny the power of its brand for those it is trying to reach.
Pharmaceutical TV advertising Tom Dougherty, CEO - Stealing Share 25 April 2019 Pharmaceutical TV advertising: Why so much of it? Has anyone else noticed how crazy pharmaceutical TV advertising has become?I'm not talking about the often outright...
Arya Stark Tom Dougherty, CEO - Stealing Share 24 April 2019 Arya Stark had every right to get naked (Game of Thrones spoiler alert! Especially when it comes to the beloved and now all grownup Arya Stark.)I was as shocked as everyone else this past...
Grey Goose brand Tom Dougherty, CEO - Stealing Share 22 April 2019 Grey Goose brand repositions, with mixed results The Grey Goose brand stands in a current state of confusion. With sales falling (for a variety of reasons), a new campaign seeks to...