Page 8 - RadonicRodgers AdVantage #3

RESULTS
WestJet Vacations fastest growing CND Tour Operator
RadonicRodgers Strategy+ was en- gaged by WestJet Vacations from their conception. We are proud to have been part of their success story and growth from 2006 to present day. We have worked in collab- oration with WestJet since the launch of WestJet Vacations in 2006 to create WestJet Vacations’ Travel
agent brochures and other print collateral that creates aware- ness, brand loyalty and markets WestJet Vacations to Travel agents and consumers. WestJet was listed in PROFIT Magazine’s list of fastest growing companies in Canada.
Looking at WestJet values, we found many similarities to our own corporate culture, such as: “Positive, passion- ate in everything we do, appreciative of our people and customers, fun, friendly and caring, honest and honouring our commitments.”
LAUNCHED
ENVOY branding, positioning, naming, marketing phrase
HAVING OPERATED for 15 years as Hippo Express, the Travel and Tourism marketing distribution com- pany was ready for a fresh re-branding that more accurately captured its cur- rent brand essence.
RadonicRodgers conducted re- search and developed a positioning analysis for Hippo to guide future branding initiatives, new naming, new marketing phrase and new visual iden- tity “ENVOY Connected to Travel“ to strengthen its position as a company
in a way that cohesively sup- ported its core values.
“We decided to work with RadonicRodgers on account of
their intimate knowledge of the
Travel industry and their wealth
of renaming and rebranding experi- ence,” said Glen Harwood, President of ENVOY. “I am extremely happy with the new name and branding and it has been very well received by our existing and potential customers. We are seeing tremendous ROI in new
business acquisitions as the new brand now accurately portrays our organization.”
For a detailed account of the re-branding exercise Travelweek has published an interesting article titled Hippo Express Rebrands as Envoy with RadonicRodgers. ●●
POSITION PAPER
BRANDING: Breaking out of
the branding mold
By Jarold Muiño, RadonicRodgers
SELLING A PRODUCT or service has become more difficult than ever due to the saturation in the market for competing products and disruptive products. Consumers are subjected every day to hundreds of brands not differing much one from another.
According to Dharma Singh Khalsa, M.D., in his book Brain Longevity, the average person sees 16,000 ad- vertisements, logos, and labels in a day. Only a few companies are enjoy- ing the privilege of being the most visible companies in their categories. All the other companies tend to imitate each other and their advertising mes- sages, repeating over and over the same advantages and benefits without standing out.
What does a company do to move its product or service to top-of-mind by consumers and customers over all the other myriad product options? In which way should we communicate the brand in an accurate and efficient manner?
First of all you must understand and know your product, what it offers differently than other products of the same type. In which way do we want consumers to recognize our prod- uct. What benefits does our product bring in consumer needs and which values would it bring to their lives making it unique and unrepeatable. As Howard Schultz of Starbucks says, “Customers must recognize that you stand for something.”
In the same way that your product should be different, it also has to be understood and perceived as part of the group of products from the same social roll. Consumers do not expect to interact in the same way with a Tour Operator as a Financial Institution.
The market niche needs to be wisely chosen, specifically as to whom the product is targeted. Your product is not designed to meet the needs of all types of consumers but it should
be targeted to a small sector of the
consumer population. This niche must have a close relationship with your differentiating values and with your Brand values. The more precise you know what your niche is, the easier it is to identify the most potent opportun- ities to market your product.
So if I’m looking for something on- line, I think of Google. If I want a quick sandwich made with care, I think of Subway. If I want to furnish a house without spending a fortune, then there’s IKEA — David Airey*
Your communication should be repeating over and over again your brand values. Companies that base their communication on fads or ephemeral trends, waste precious resources of marketing budgets and lose forever their market timeliness and opportunity. It’s like fad-based pop bands that have one hit and are really popular for a while, and then they dis- appear without a trace. ●●
* Logo Design Love – David Airey
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RadonicRodgers Strategy+ Travel & Tourism Marketing — AdVantage Volume 3