1 / 27

HELLO

HELLO. Our Promise:. Challenger Brand Thinking. Our Drive:. Category Leadership. WE KNOW WHAT MOTIVATES ULTRA-AFFLUENTS. “The New Face of Wealth”. The Discerning Affluential. AFFLUENT + INFLUENTIAL = AFFLUENTIAL. FPO. FLEXJET BRAND ESSENCE & ARCHITECTURE.

ginger-olsen
Download Presentation

HELLO

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. HELLO

  2. Our Promise: Challenger Brand Thinking Our Drive: Category Leadership

  3. WE KNOW WHATMOTIVATES ULTRA-AFFLUENTS

  4. “The New Face of Wealth”

  5. The Discerning Affluential AFFLUENT + INFLUENTIAL = AFFLUENTIAL

  6. FPO

  7. FLEXJET BRAND ESSENCE & ARCHITECTURE The Defining Elements of Your CHALLENGER BRAND

  8. BRAND ESSENCE Inspiring Connecting Innovating Symbolism: Cultural Change Discovering Leading Essence: Unconventional Wisdom Guest lecturer at top local colleges Business-building case studies Substance: Insightful Thinking Award-winning creative contributions Frequent speaker at conferences Unique research designs Brands have depth just like people: SUBSTANCE, SYMBOLISM & AN ESSENCE

  9. BRAND ESSENCE Freedom & Flexibility Knowledge Simplicity Symbolism: Lives Enriched Better quality of time Achieve full potential Essence: ? End-to-end expertise & solutions Best-in-class customer service Substance: Leaders Served Profitable business model State-of-the-art operating systems Leading- edge jets: Challenger & Lear Challenger Brands, at their essence, focus on THE DIFFERENCE THAT MAKES A DIFFERENCE

  10. BRAND ESSENCE

  11. BRAND ESSENCE N Freedom & Flexibility Knowledge Simplicity Symbolism: Lives Enriched Better quality of time Achieve full potential Essence: Expert Navigators E W End-to-end expertise & solutions Best-in-class customer service Substance: Leaders Served Profitable business model State-of-the-art operating systems Leading- edge jets: Challenger & Lear S FLEXJET has, at its essence, an AUTHENTIC HERITAGE THAT IS UNIQUE & DIFFERENTIATING

  12. BRAND ESSENCE Financial Navigator Technology Navigator Fashion Navigator Art Navigator Taste Navigator Sports Navigator Discerning Affluentials, the leaders served, have a NEED & DESIRE FOR EXPERT NAVIGATION

  13. Communities Experiences Leverage Stage Goods Make Commodities Extract BEING THE ONLY EXPERT NAVIGATOR IN THE SPACE HOLDS THE POTENTIAL TO DRIVE BUSINESS Differentiated Relevant to COMPETITIVE POSITION CUSTOMER NEEDS Services Deliver Commoditization Commoditization Undifferentiated Irrelevant to PRICES EARNED Premium Market

  14. BRAND ARCHITECTURE Brand Essence Core Values Personality & Attitude Brand Neighborhood Brands develop, over time, just like people: BASED ON THEIR VALUES, TRAITS & FRIENDS

  15. BRAND ARCHITECTURE Essence Expert Navigators Core Values Time‐Craftsmanship- People‐Knowledge‐Simplicity Continuous Innovation Static Over Time Personality &Attitude: Insightful‐Innovative‐Passionate- Approachable‐Confidence Inspiring Genuine (no pretense) Brand Neighborhood Dynamic Over Time Challenger Brands stay relevant by: ALWAYS MAINTAINING A DYNAMIC ELEMENT

  16. THE PATH TO SUCCESS 27,544 Pure Logic Shoppers 22% 6,600 Current Industry Customers5% 72,616 Discerning Affluential Customers 58% 125,200 Potential Customers 95% 25,040 Pure Passion Shoppers 20% Source: U.S. Census Bureau / Flexjet Pitch Document Source: Wealth Study Discerning Affluentials REPRESENT THE BIGGEST OPPORTUNITY

  17. THE PATH TO SUCCESS Barriers to Category Participation Changes in Perception COSTLY NEGATIVE PERSONAL PERCEPTIONS NEGATIVE PEER GROUP PERCEPTIONS SAFETY QUESTIONS CATEGORY COMPLEXITIES WORTH THE PRICE SAVVY PERSONAL CHOICE SOUND BUSINESS INVESTMENT TRUSTED AVIATOR CATEGORY SIMPLICITY Being “Expert Navigators” Breaks the Barriers When Discerning Affluentials are expertly navigated: OPINIONS CHANGE & ACTION IS TAKEN

  18. BUSINESS CASE Leverage Jet Expertise Drive the Category in a Way it Uniquely Benefits You Be the Authoritative Voice Stand for SomethingDifferent

  19. CREATIVE EXPRESSION

  20. GAUGING THE IMPACT CHALLENGING TRADITIONAL WAYS OF THINKING ABOUT METRICS

  21. GAUGING THE IMPACT CONVENTIONAL THINKING Batting Average RBIs Stolen Bases CHALLENGER THINKING On-Base Percentage Slugging Percentage “Avoiding an out is more important than getting a hit.” CONVENTIONAL THINKING MAY ACTIVELY REWARD THE WRONG BEHAVIOR

  22. Challenger Brand Thinking COSTLY NEGATIVEPERSONALPERCEPTIONS NEGATIVEPEERGROUPPERCEPTIONS SAFETYQUESTIONS CATEGORYCOMPLEXITIES WORTH THE PRICE SAVVY PERSONAL CHOICE SOUND BUSINESS INVESTMENT TRUSTED AVIATOR CATEGORY SIMPLICITY Success = Removing Category Barriers GAUGING THE IMPACT Conventional Thinking Success = Driving Brand Sales Success = Driving Perceptions of “Right Brand for Me” “Lowering category hurdles is more important than selling brand features.” Challenger Brand Thinking Focuses On: RESOLVING THE BARRIERS vs. PURSUING ONLY THE RESULT

  23. DASHBOARD Ongoing Marketing ROI PLAN. DO. CHECK. ACTION. Initiative Specific Tracking GAUGING THE IMPACT Worth the Price Savvy Personal Choice Flexjet as the Right Brandfor Me Category Simplicity Sound Business Investment Trusted Aviator Agencies that embrace Challenger Brand thinking: TRACK SUCCESS & PROVE RESULTS

  24. EXPERT NAVIGATORS &

  25. EXPERT NAVIGATORS & Thank you.

  26. FPO

More Related