Eight months ago American Airlines Senior Vice President Kurt Stache spoke publicly about the airline’s lack of brand purpose and work they’d done to try to get clarity on who they are and what they’re trying to be.
That seemed dead-on to me what the airline needs to do. They don’t have a mission statement and they even confuse employees over whether they’re trying to deliver a premium product or catch Spirit.
- The effort could be clarifying for the whole company – who are they, whom do they service, what are they trying to accomplish, and how?
- Or it could be just a new slogan and ad campaign, like the 2016 ‘greatest flyers’ campaign that basically said their customers put up with the misery of flying.
This was all supposed to happen in 2019, however they didn’t get it done. They still haven’t told us what the new messaging in, but it’s expected around March 1 when they roll out new uniforms.
The airline’s holiday video, sent to customers, contains a tag line I don’t remember seeing before. It says American is caring for what matters most.
I’m hopeful that this isn’t the new brand purpose we’re waiting for. A brand purpose could help to clarify who the carrier is.
- What investments the airline should be making
- Help employees focus on goals that align with those of the business
- Serve as a tool to beat back bad decisions that are inconsistent with the vision
Or it could not do these things at all. Despite a couple of inquiries American Airlines hasn’t offered comment on the status of their new brand purpose statement.