Here's another excerpt from my forthcoming book The Professional Marketer -- TM Virgin America is a California-based airline that has a declared mission to make flying good again. Launched in 2007, the airline’s goal was to disrupt the airline industry. Though hyper-competitive, the airline industry had become sclerotic. According to the American Customer Satisfaction Index, in 2011, the American airline industry had lower customer satisfaction than the IRS and U.S. Postal Service.[i] This … [Read more...]
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New Case Study: The Virgin America Brand
Just completed this case study of one of my favorite brands, Virgin America. Thanks to my friends there for helping out on this case study for Chapter 2 on Positioning and the Brand. - T.M.Virgin America is a California-based airline that has a declared mission to make flying good again. Launched in 2007, the airline’s goal was to disrupt the airline industry. Though hyper-competitive, the airline industry had become sclerotic. According to the American Customer Satisfaction Index, in 2011, the … [Read more...]
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