There is a lot in common with winning elections and building brand value, which is why there are always branding lessons around election time.
Driving back from a meeting this week I found myself travelling through the heart of Melbourne’s sporting precinct, along Olympic Boulevard, but something didn’t look quite right.
In recent years the Melbourne Airport brand has certainly taken a hit in the eyes of customers on the back of plenty of negative press from increases to the already perceived high cost of parking at Melbourne’s international gateway.
If they want to rectify their recent drop in profit, strategically what Melbourne Airport does next is important.
Brand trust takes lots of time and effort to earn, but may take only a few minutes of frustration using a faulty website or trying to get through on the phone for it to disappear.