If you are the Director of a small airport, either general aviation or with limited passenger service, located less than an hour’s drive from a major metro area, fortune is smiling on you. Your airport is on the cusp of a significant growth opportunity. I’ll hedge a bit here: a significant growth spurt is there for airports that understand this opportunity and plan for it.
At some point, and maybe you’re there, you have to decide which job you want. Continuing to make all the decisions including areas you’ve handled by necessity, but deserve their own full time advocate will eventually choke the organization. The question that might make the difference between success and failure is what is your highest and best purpose? Is it strategically managing the company through its next growth cycle or developing the branding and marketing strategy?
http://bbgintegrated.com/wp-content/uploads/2017/08/Blog-Pick-a-Hat.jpg6531200Burkhead Brand Grouphttp://bbgintegrated.com/wp-content/uploads/2017/10/bbg-vert-tag-white-03-300x96.pngBurkhead Brand Group2017-08-08 21:48:132017-08-08 21:48:13You Built the Company. But to Keep Growing, Pick a Hat.
As a Marketing Manager, if you want your product to succeed, you have to “get inside a consumer’s head.” You have to dig deep, get to know everything about them, their “needs” but more importantly their “wants.” Find the problem they are having and and present your product as the solution, in other words use psychology to make them realize that they have a “want.”
Sometimes both agency and client are smart, focused and willing but simply no longer mesh. Sometimes the problems are not of the agency’s making. There are toxic client organizations just as there are bad agencies. Smart clients take a hard look at the environment they’re providing for their agencies before making a change.
http://bbgintegrated.com/wp-content/uploads/2017/07/Scott_Dull-Meeting_125063339-copy-e1500994623466.jpg424723Burkhead Brand Grouphttp://bbgintegrated.com/wp-content/uploads/2017/10/bbg-vert-tag-white-03-300x96.pngBurkhead Brand Group2017-07-25 14:50:232017-07-25 15:10:53Is it time for a new advertising agency?
The most successful re-brands use input from all employees and stakeholders. Of course, this is easier said than done, as everyone has their opinions and thoughts of the brand, and someone has to steer the ship toward brand success. A strong brand is created using an “all-in” approach.
Branding can be as frustrating and counterproductive as a hammer designed by a committee, or as simple and effective as a couple of smart people understanding how the customer comes to trust and prefer a company or product. Branding requires digging into the organization and either defining or re-enforcing the way the value of the enterprise is expressed.