There are few devices better than an icon, or mascot, to help build personality and awareness for a brand. And creating a successful icon is not a terribly difficult process. But Burger King managed to screw it up.
As for personal tastes, I have always thought a Burger King hamburger was the best-tasting among fast-foot burgers. But the weird-looking, and weirder-acting, speechless, and spooky king that’s driven Burger King advertising for years is a dud.
Thankfully, new Burger King owners think so, too, because he’s being dethroned.
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.
When I began flying for business in the ‘Sixties American was dominant. No competitor in the U.S. compared with American service.
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.