Differentiating in a commoditized market.
American Airlines is one of the most iconic brands in the world. Unknown to many, however, is the fact it’s also one the largest air cargo transporters—servicing over 240 cities in 40 countries with more than 3,400 flights per day—making it one of the most important carriers in the world.
After conducting a thorough market analysis, competitive review and brand audit, it become obvious AA Cargo’s proven history of innovation and market knowledge was a key value brand driver to customers and prospects. No one in the market had more experience and knowledge as it related to helping freight forwarders and couriers grow their business by delivering innovative, reliable solutions. The challenge was to own this leadership position and create higher value and brand loyalty in an overcrowded, commoditized marketplace.
Working closely with the executive and marketing team, BrandingBusiness recommended an innovative “Thought Leadership” leadership strategy approach to deliver on an untapped market opportunity and provide customers with unmatched data, market trends and contemporary views on shipping practices and practical advice on building their business. This unprecedented strategy and creative approach resulted in not only winning B2B Magazine’s Integrated Marketing Strategy/Campaign of the year but also moved AA Cargo to a leadership position which resulted in the receipt of the Air Cargo Carrier of the Year award for the Americas from Air Cargo News.
Scope of Work
- Business/Brand evaluation
- Brand Positioning
- Brand Strategy
- Brand Guidelines
- Go-To-Market Strategy
- Customer Lifecycle Management
- Media Strategy/buying
- Digital Strategy
- Creative Development/Advertising
- Strategic Consulting