It’s apparent to me from David Benady’s article that BA lacks an integrated method to bring the consumer’s voice back to the brand. A brand’s focus should be on how consumers understand and “live” the offering, along with the associations formed in relation to the service/product.
Brands need to integrate consumer perceptions in the process of creating brand communications. This helps them understand the bond that consumers have developed through their experience with the brand.
Large mature brands, such as BA’s, are still slow in responding accurately to their market. This leads to consumer dissatisfaction and inevitably brand rejection. Consumers are no longer content to passively observe what companies choose to present.
Competition cannot be sustained on price elasticity or special offers in order to provide a positive image and differential advantage. Some flight prices are now so low that this is out of the question. Brands need to reform by enabling the consumer to become part of the process in the projected brand experience.
Brand experience management project manager
Cranfield University, Bedfordshire