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Co-creation: involving the customer in creating the brand
Recently, Delta Airlines’ SVP of marketing, Tim Mapes, was asked to speak at an industry conference about the changing role of the chief marketing officer (CMO). He shared the story about one of Delta’s passengers who “used his video cell phone to capture the onboard hullabaloo that arose during a flight delay, which he posted in real time on YouTube. At that moment, this passenger was the CMO. He had more power to communicate something about the brand experience than anyone of us in our corporate offices.” And that’s exactly why it is important to embrace customers in brand creation rather than isolate them—they are often the best influencers.
Airline Brands and 2.0