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SoarBy Shashank Nigam
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An airline has over 50 different brand touchpoints at which it can choose to operate exactly as it has in the past or to exceed expectations at each step and become truly exceptional. This book aims to highlight 10 exceptional airline brands which are thinking differently about branding, and executing brilliantly. There is an exceptional breed of airlines that continue to win in their markets because they dare to think differently. They dare to challenge the conventional wisdom and industry norms. Some proactively borrow concepts from consumer industries; some choose to put customers at the heart of their business; some choose to empower their staff to lead the brand. Yet, they all aim to create an experience that the customers will appreciate, pay for and share about - in their own different ways. This book sets a new direction on and a new attitude towards airline marketing.
- Amazon Sales Rank: #194017 in Books
- Published on: 2016-12-08
- Released on: 2016-12-20
- Original language: English
- Dimensions: 8.20" h x .80" w x 5.80" l, .0 pounds
- Binding: Hardcover
- 280 pages
Review Advance Praise for SOAR “Copying what the competition is doing doesn’t work in any industry, especially in air travel, which most consumers see as a commodity. Shashank takes a deep dive into the fascinating stories of how successful airlines have created their own path.” ―DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing and PR, now in 25 languages from Arabic to Vietnamese “One of those rare books that’s full of inspiring stories and actionable strategies, which can help you excel in your job as a marketer.” ― DR. BERND SCHMITT, Director - Center on Global Brand Leadership, Columbia Business School “Shashank Nigam gets it: to build a lasting brand, you can’t be following the usual rules of marketing. Like the airlines covered in SOAR, you need to think beyond the ordinary.” ―PATRICK MURPHY, former Chairman, Ryanair “I’ve learnt a great deal from Shashank, and you will too. His book uncovers the secrets of the best airline brands in the world, which will help you stay ahead of competition, for a long time to come.” ―NICOLA LANGE, Director - Premium Services, Lufthansa “SOAR is a brilliant investigation into how airline brands that succeed do so. Great inspiration if you’re in an industry that is just as competitive.” ―ANDRES FABRE, CEO, Aeromar, former COO Volaris “The airline industry is very unique. Yet, few have been able to distill lessons from the best airline brands for the rest of us, like Shashank does.” ―HENRI COURPRON, former CEO, ILFC and Airbus North America “Shashank Nigam’s vision is fully expressed by his analysis of these powerful connections between airline brands, their customers and their employees. He is the leading steward pushing the boundaries of airline marketing, a pioneer to do so.” ―JEFF CACY, former Managing Director of Airline Marketing, Boeing “When an authority on aviation marketing like Shashank authors a book on the topic, you must read it.” ―ANGELA GITTENS, Director General, Airports Council International (ACI World)
About the Author Shashank Nigam is a globally sought-after consultant, speaker and thought leader on airline branding and customer engagement strategy. He is the Founder and CEO of SimpliFlying, one of the world s largest aviation marketing firms, having worked with over 70 airlines and airports in the last six years. Nigam is also the youngest winner of the Global Brand Leadership Award and has addressed senior aviation executives globally, from Chile to Abu Dhabi. Nigam s impassioned, straight-shooting and honest perspectives on airline marketing have found their way to over 100 leading media outlets, including the BBC, CNBC, Reuters and Bloomberg, and into leading publications like the Wall Street Journal, New York Times and Airline Business. Nigam studied Information Systems Management and Business Management at Singapore Management University and Carnegie Mellon University. Hailing from India, he splits his time between Singapore and Ottawa, among other cities. He loves to watch and play Cricket, and is a brand new dad!
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