Friday, January 23, 2015
The Virtual Revolution Episode 1
Monday, September 15, 2014
Frith Analysis
Sunday, August 31, 2014
A reponse to The Persuaders
What I first found interesting about persuaders was the process Song Airlines went through as an attempt to market themselves in a memorable way. Before watching this documentary I had no idea what process a company had to go through in order to become a memorable brand. What stuck with me the most was what Andy Spade had to say about “Shaping a New Brand.” I did not know much about Andy Spade and wondered why Delta Airlines would put so much faith in Spade with turning their secondary company Song Airlines into a brand name. I was really drawn to his approach about making Song everything. Spade worked to create an intimate and comfortable flight experience for the Song customers. In this documentary Spade came up with ideas that would set Song apart from its competitors. He came up with ideas for commercials that made people ask questions about what was being sold. In one commercial there were people of all ages happily running through a lush green field. There was even a dog running through the field as well. Watching this commercial made me feel as though Song airlines is accepting of all people including house pets because that understand that pets are part of the family as well.
Song Airlines 1st commercial: Song Airlines 1st commercial: http://youtu.be/Hlc1GdczeXA
I read further into Spade’s Interview where he was asked “What is the brand experience of Song?” Spade answered, “You can’t say it; you have to demonstrate it. When we speak with Song, when we have our conversations, we never want to be too boastful or overpromise what it is. I think over time the people who fly will tell us whether it worked or not…” I like that Spade worked to make the Song experience all about the customer. I also like that he didn’t want to make the brand “too boastful or overpromise what it is.” He let the customers shape and form what Song is; an airline for the people, by the people.
"Shaping a New Brand" http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/shaping.html





