I recently found a few old emails from the Eos Airlines days, and if you had any question about why they didn’t succeed, I think this one will pretty much sum it up. Written by a marketing team member, It is an unparalleled jumble of quasi-marketingspeak coupled with a complete lack of understanding of how to differentiate the product from competitors. Brilliant and timeless. And sad – really sad. But brilliant. Just thought you would all enjoy…
The uncompromising tagline will have minimal content effect to what we’re currently doing.
Similarly to how we were identifying some of our product attributes and service offerings as unordinary and that our Guests wouldn’t have to adjust their way of living to ours…uncompromising will still deliver on that message.
We will have a new brand essence document reflecting the above; I will send that round ASAP should be by tomorrow.