Despite all its problems in recent years, including bankruptcy, American Airlines has retained a certain aura. Consider every other airline brand in the world and tell me you could pick one better than American Airlines.
Then look at the graphics on airplanes of all the world’s airlines. Find one cleaner, more professional-looking than American. That silver airplane with classic Helvetica type.
Toy-maker Fisher-Price is, in my opinion, the classic example of a company that develops new products the right way. Its customers, young kids, are said to be the most finicky of all consumers.
Fisher-Price sends its people into homes and playrooms. They want to see what play areas look like. What’s in them. How existing toys are being used. They look particularly for things that moms have adapted for children’s play. Necessity is the mother of invention, they agree, and moms are very inventive.
True marketing is a process of maximizing a company’s assets. It begins with identifying the company’s assets, and that’s not always as obvious as you might think.
The genius chief marketing officer at Delta Airlines was the first to identify Delta’s customers as an asset two years ago. The result included new sales opportunities that have accounted for over $1.5 billion in new revenue.
You can go through a similar marketing process in your own behalf, and you begin the very same way.