Someone needs to be fired.
No. Strike that. Someone needs to be taken out and shot. Without a blindfold.
I must admit I had read a whisper or two that British Airways was about to start selling advertising space on it’s signature site www.ba.com. I’m not sure when I read it but suspect it was at 35,000 feet on said airline. It seemed fanciful. Not in the ‘Wow what an amazing idea – what brilliant brains they have at BA” way. No, not that. More along the lines of ‘What an idiotic suggestion. Why would a brand which, despite current trading conditions, is still incredibly equity rich devalue it’s brand with such a stupid move.’
I thought nothing more of it.
It’s Wednesday and I usually begin my review of travel options for the weekend: STAY. NYC or SOMEWHERE ELSE.
But when I get to www.ba.com. What’s the most disruptive thing that greets me ?
A BANNER AD FOR AUDI.
If this was signed off by the highest authority then BA needs to pass a Captain’s cap around. Collect all of the ignition keys and hand the complete airline to Ryanair.
This is the poorest decision since General Custer’s stand.
STOP PRESS – THE SITE IS NOW ADVERTISING HSBC.
Don’t you get it ?
Your consumer wants to be immersed in the world of British Airways. They want a reason to believe. A reason to spend a few more pounds /dollars / yen to opt for BA and not someone else.
Brands are destroyed by salami tactics. A corner cut there. A dilution of purity here.
Don’t get me wrong. Like many other brands British Airway’s back is against the way. But that requires a doubling down of positioning. Not a self inflicted erosion of equity.
Mr Walsh nobody wants your brand to succeed more than me. Arrange the firing squad and give me a call.