As a brand agency we are regularly exploring with clients the brand values they need to live to give their brand the marketing positioning they wish to achieve. Regularly in those conversations we use an airline example to explain how some brand values are mandatory, but often not necessarily at the extreme end of differentiating the brand. In terms of airlines in Australia an example of that has been safety. Critical to the brand but for a lot of consumers not the determining factor in which airline they choose because they feel that most of the airlines have strong enough safety records.
