A creative conversation between
Des and Tina, Brandopia's
mythical brand developers
DES: Gatwick, London's second airport, unveils its re-positioning strategy some six months after being sold by BAA to new owners: Global Infrastructure Partners. TINA:
The new re-branding strategy aimed squarely at its bigger London rival - Heathrow - is a new signature-style logo aimed at giving
Gatwick a friendlier image based on an advertising
campaign with the slogan: “Your London Airport - Gatwick.”
DES: But 'Your London Airport' even with the word 'Gatwick' tagged on at the end plays right into the hands of Heathrow which is strongly associated with that phrase, having once actually been known as 'London Airport' TINA:So what should Gatwick do?
It first needs to ground its new branding, having, sadly, wasted many £'000s on creating, developing and launching the branding. TINA:Far better to cut its losses now than to keep, inadvertently, promoting its bigger rival.
DES: Roger!It then needs to find the weakness in Heathrow's strength - its Achilles Heel. TINA: Well, Heathrow's strength - its popularity among business travellers - is the source of its weakness: Long traffic tailbacks & even longer check-in queues at peak periods.
DES: This is Gatwick's chance to hang the 'HeathSlow' tag on its rival while re-positioning itself as 'GatQwick'. TINA:Stand by for Qwick Check-in, Qwick Security and Qwick Baggage Handling.
the Marketect says:
"Forget slogans if you're a runner-up brand. Focus instead on the brand leader's key strength - then find the weakness in that strength"