What I do every day is very diverse because while I look after the fun, creative aspects around the brand, I also work on product, service and catering – all those operational aspects that involve working with the cabin crew. In the past 24 hours, I attended a recognition event for some of our colleagues […]
Robin Sutherland, managing director at TravelSupermarket, asks… How can British Airways differentiate its brand in an increasingly commoditised market and prove its relevance to customers who want to pay the lowest price possible to get to their destination? Frank van der Post: You can’t be everything to everyone, so you need to identify who your […]
Sponsorship of the first Olympic Games in Great Britain for 64 years was an obvious option for the nation’s flag-bearing carrier. British Airways had already served as an official partner of the London 2012 bid and had flown Team GB and Paralympics GB out to Beijing in 2008.
“In any business, you get to a point where you do things because that’s the way you’ve done them for the past five years. Somebody new coming in questions that thinking and you get a new drive for innovation.” So says Frank van der Post, managing director of brands and customer experience at British Airways.
A few years ago, I was working as a consultant for a luxury brand. After a long and fruitful week of branding meetings across Europe, we ended the week in Paris and I visited the brand’s biggest boutique with one of its senior executives. Enamoured after five days of working for this lovely brand, I decided to buy one of their nice bags for my wife.
I think ICM’s Steve Ogborn has it dead right – financial services firms need to start with loyalty. And that starts with systems and customer communications that are human and authentic.