Ryanair’s outspoken CMO Kenny Jacobs admits to being “a bit of a bad boy in the industry” but believes brands don’t need to be loved, they just need to stand out enough and retain a healthy dose of common sense.
As Ryanair launches its package holiday service, the airline says is hasn’t lost sight of what it stands for and will continue to push itself as the “Aldi of the air”, despite the fact its holidays will offer everything from B&Bs to 5* hotels.
Having entered the third year of its Always Getting Better programme, Ryanair has “succeeded” in changing the negative perceptions associated with its brand and is now being inspired by Amazon to branch out into retail, according to its CMO Kenny Jacobs.
From Visa threatening to pull its sponsorship of FIFA amid the footballing body’s corruption crisis to Apple growing its brand value by 67% to top the BrandZ rankings, it’s been a busy week. We round up the five most important stories.
Ryanair is benefiting having moved away from price-focused messaging in order to more regularly communicate its in-flight improvements to aspirational customers, according to Ryanair’s CMO Kenny Jacobs.