MATTER: BETTER LEVERAGE
DANNY CUELLAR, SENIOR MANAGER OF ONBOARD PRODUCT DEVELOPMENT FOR UNITED AIRLINES, & GREG SULLIVAN, CEO AND CO-FOUNDER AT AFAR, ON WHY AFAR MATTERS
Missed this morning’s MATTER session with Danny Cuellar and Greg Sullivan? Check out these highlights from their discussion on how best to leverage partnerships in order to effectively grow your brand…
- Elevating a brand like United Airlines can be done in many ways. Throwing money at it is sometimes easiest, but can be short lived, or seen as not particularly genuine, especially by the most savvy customers who fly often and are responsible for the largest revenue. Thinking through what people really want (and sometimes just asking them through creative research mechanisms) from their travel experience goes a long way. Delivering on customer needs in unexpected ways can create a trailblazing path to elevating your brand and engendering true loyalty. United has done this on many fronts from food service, to seating, to onboard amenities and has seen customer satisfaction start to rise dramatically.
- Big opportunities don’t only come to big companies with big budgets. Sometimes being a smaller and more nimble organisation can allow for faster and more meaningful change. At United, the product development team has turned that thinking around and has taken many relatively unknown brands with fierce and loyal followings to the skies and introduced them to their global audience of extremely high-value customers. The introduction of many younger, ‘cool’ brands has garnered excellent press, customer reaction and social media buzz that has had an excellent halo effect for the overall United brand, especially among its best customers.
- Realise where you’re credible as a brand and where you’re not. Get help with brand partnerships that bring credibility. From onboard amenities, inflight entertainment content, to food, wine and spirits offerings, to amenities customers enjoy in lounges and onboard, United is taking the approach of offering brands that are credible in these spaces rather than trying to do everything on their own.