Iconic American actions coincide with one another when events and advertising campaigns are scheduled. This weekend we witnessed the “Inaugural Presidential Oath of Office” ceremony and the unveiling of a new look for an American legacy brand. Media pundits announced the presidential events marks a fresh start. Couched in perfect spot ad buy was the American Airlines’ television commercial. While the two shall never meet in circumstance and ceremony, it could not be ignored that American Airlines unveiled the new appearance for their fleet. Both do commit to a vision or purpose. For the later, this American company is taking a bold and fresh approach to the experience of flight.
In an orchestrated rebranding initiative, I became privy to this announcement early but I patiently waited for the mass media campaign introduction to the social media and traditional broadcast space. From the standpoint of my professional experience, I understood the massive orchestration a company must undertake to bring brand compliance and equity to fruition. These earmarks demonstrate strategic planning among governmental agencies, company benchmarking, and brand agency creativity.
Futurebrand and MBLM [pronounced emblem] has the delicate task of a company's new look while sending the message of modernization. The band of brand brethren realizes this goal. Instilling trust in a design while invoking all the definitions described in our modern American philosophy: freedom, innovation, and forward movement comes to mind in my initial critique. The optics displayed on the tails of the aircraft as well as the body. Flight attendants and pilot's uniforms, a myriad of media assets will have a 3D effect in a 2D corporate atmosphere where the balance sheet is driven. It is the mere fact that the word “American” is a part of the overall picture brings an impact that other naming opportunities would not have.
It took twenty eight months to bring this massive project to full view. Claude Salzberg, President of MBLM, a veteran of airline branding explained the strategy behind of the design, "The objective was to showcase the promise behind the American name. On the aircraft, the iconic silver fuselage is complemented with a bold flag graphic that asserts the airline’s origin; the new soaring eagle flight symbol is the link to the airline’s heritage and represents its entrepreneurial spirit and commitment to a bright future.”
As the lead project manager he explains the roll-out plan exceeds in a multidimensional commitment from the client and the stakeholders. It is more than giving more leg room in coach seating. Unlike other benefit offerings from their competitors, this plan sets a new blueprint for company’s ingenuity.
Once you see the planes in service, you will see that there is a blend of traditional industrial design of an aircraft carrier and a fresh, bold statement in color and lines. Mr. Salzberg spoke in-depth about the hours it took to even paint the vessel and the amount of layering technique that is used for the final dressing of the exterior. MBLM will also led the effort on aligning all of American Airlines' digital touch-points from the website and mobile apps to kiosks and information display screens.
I would be remised if I did not note the trades did not take notice or the airline has not had its lion's share of problems. But then a kick start maneuver is compulsory while it ramps up this kind of a rollout. It goes beyond the company’s mission statement. It does not lay dormant within carpeted executive walls but expands itself onto the floors of operation and services. It will coincide with mergers and acquisitions and company compliance. This kind of obligation can be at least a two year effort depending on economic circumstance.
Legacy brand marketing does wrap around itself the decisions placed by C-Level executives. CEO Tom Horton stood on the tarmac at a press conference to address the press. American Airlines are undergoing a surprise makeover he explained. The extensive effort includes painting more than 600 planes - 550 of them brand new. There will be new kiosks at every airport, all-new uniforms, improved cuisine for passengers, and advanced technology for flight attendants.
It should be noted that the brand [event] experience does not lie on the words of a company speech. It seeks its success of those who are in contact with the customer who takes to the skies. In this very social and viral world we live in today, it is a step where company executives are listening to the demands of a savvy and influential market.
Executive Biography: Tom Horton, Chief Executive Officer of American Airlines Mr. Thomas W. Horton, Tom has been the President of AMR Corporation since July 2010, and its Chief Executive Officer since November 28, 2011. Mr. Horton has been the Chairman, President, and Chief Executive Officer at American Airlines Inc since November 28, 2011 and its President since July 2010.
About the company: Amr Corp (AAMRQ:OTC US) operates an airline that provides scheduled passenger, freight, and mail service throughout North America, the Caribbean, Latin America, Europe, and the Pacific. The Company also provides connecting service throughout the United States, Canada, and the Caribbean. In addition, AMR provides aviation services, call center management services, and investment advisory services.
About the company: MBLM is an integrated brand agency that aims to be exceptional at solving new challenges by crossing traditional boundaries and aligning four core disciplines. Follow the latest MBLM news on facebook or go to their twitter account @mblm_tweets