Australian-owned Jetstar should tell the truth about customer service, a brand strategist says.
Chris Mays's insight:
Jetstar, in my opinion, have been on the receiving end of complaints so many times that prospective airline passengers may want to steer clear of this brand. In the article, a brand strategist reckons Jetstar should be "honest" with their customers on the level of service they will provide other than over-promising and under-delivering. Let's face it, Jetstar is known to be a cheaper alternative for passengers that want a no-frills airline to get from A to B. Price, at this stage is the only point-of-difference for Jetstar. Imagine how well they would do if their customer service is improved too. For some consumers, paying that little bit extra for customer service is not a problem. In Jetstar's case, a cheaper price with less than satisfactory customer service is not a good combination. To a certain extent I agree with what the brand strategist has proposed. Honesty is the best policy. And also the philosophy of under-promising and over-delivering would be good for Jetstar to adopt, instead of the other way round.
The success of Apple, the Cupertino-based high tech company, is as much about cutting edge technology as it is about the intelligence use of branding strat
Chris Mays's insight:
A successful brand will put consumer's at the forefront. Apple has crafted a brand that is 'uniquely Apple' with its minimalist designs for advertising and packaging and its focus on giving customers the best experience they can get. Human traits were attached to Apple's branding such as 'intelligence' and 'creativity' making Apple products more attractive because they emotionally connect with consumers. It is this kind of emotional connectivity that makes Apple customers not just use Apple products to benefit their lifestyles, but to follow Apple as a brand and support any new product launches and business decisions. The Apple brand has become an icon in this day and age due to this emotional connectivity. Even to some extent, consumers are so emotionally connected to Apple's brand that they make justifications for Apple when things do not go the company's way. This is because they put consumers at the forefront of their operations.
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