…Consumers not on BA’s radar

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.

Efstathios Kefallonitis

Brand experience management project manager

Enterprise Integration

Cranfield University, Bedfordshire

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here