Today’s A&D: Marketing from A to Z

Posted by , SHS Group Director - Brand Management.

It’s amazing to look at the changing face of the aviation, aerospace and defense industry when the forces of supply and demand run directly into a tightened economic atmosphere that includes higher fuel prices and new markets such as India and China. While, logically, a hunker-down strategy should dominate in a down market, economic forces… Read more »

NASA’s next mission should be brand exploration

Posted by , SHS Group Director - Brand Management.

If there’s a lack of clarity with the NASA brand today it’s largely because NASA needs to polish the lens and refocus. Right now it’s more a marketing mission than an extraterrestrial one. And it can and should be undertaken. Here’s a good start.

Wi-Fi-connected airline passengers – a marketer’s dream come true. Almost.

Posted by , SHS Group Director - Brand Management.

We airline passengers all hope that, one day soon, we will have our iPads “on” from takeoff to landing. It’s our dream to eliminate the unwieldy system of “on” until taxi, “off” until 10,000 feet, “on” until “off” on final descent, back “on” after landing and re-entering our connected world. It’s happening. Almost. A June… Read more »

Airbus vs. Boeing: Can a negative be developed in a positive light?

Posted by , SHS Group Director - Brand Management.

Recently, commercial aerospace giants Airbus and Boeing exchanged a volley of ads aimed directly at each other. Unusual, because in the tech-happy commercial aircraft industry, aircraft specs and performance data typically speak for themselves. Subjective attributes like “tastes great” or “more filling” – and consumer-style potshots at competitors – not so much. And rightfully so…. Read more »