THINKing

All About The Brand

Some of the old line companies still get branding. For instance, Delta Airlines has come back into the fold, from a branding perspective. According to Henry Harteveldt, principal analyst at Forrester Research Inc.,

“What Delta is doing is positioning the airline in the right way from a marketing standpoint,” he says, calling the third quarter an indication that the airline is positioning itself for success. Harteveldt points to social networking efforts such as delta.com/change that invites consumer input, its Sightseer Challenge–a video blog and contest engaging consumers–and a new blog, “Under the Wing.”

Others – like Citi – still don’t get it. Check out this piece I wrote on who owns a brand. And Nike, is another brand, who is taking it to the streets.

Other Posts Of Interest

• This Pork Brand Extension Is Spot On
• Twenty Online Media Relations Links
• Learning to listen – the real “quiet revolution” that is social media
• Cap The Spill, Then We’ll Talk
• Dusty Archives – February 2009 Edition