lafi 2015 branding strand
TRANSCRIPT
8/20/2019 LAFI 2015 Branding Strand
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© ICON Aircraft. All rights reserved.
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© Copyright ICON Aircraft. All rights reserved.
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© Copyright ICON Aircraft. All rights reserved.
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© Copyright ICON Aircraft. All rights reserved.
The exhilaration offlying is too keen, the
pleasure too great, for itto be neglected as asport.
”
- Orville Wright, 1903
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© Copyright ICON Aircraft. All rights reserved.
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© Copyright ICON Aircraft. All rights reserved.
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© Copyright ICON Aircraft. All rights reserved.
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© Copyright ICON Aircraft. All rights reserved.
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SLOW DEATH OF GENERAL AVIATION
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2 Dramatic FAA Regulatory Changes can Revitalize GA
FAA DEREGULATION
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http://slidepdf.com/reader/full/lafi-2015-branding-strand 15/78
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http://slidepdf.com/reader/full/lafi-2015-branding-strand 16/78
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http://slidepdf.com/reader/full/lafi-2015-branding-strand 17/78
ICON AIRCRAFT
• 7"/-"08,504 0&-/-01 6)0-)9+ :,95;"; &5 <==>• ?-"0)"; &5 -"6+,56" ), @.. ;"-"'9408,5
• @42&5' +-,),)2+" 6&5/" <==A
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• ?4,6"; D>=E F -,95; G95" <=HI
• H6) +-,;9/8,5 0&-/-01 G95" <=HJ
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PROCESS
HK ?,C+052 L&6&,5 M *)-0)"'2<K N0-'") ?96),C"-6
IK 3-,;9/) M O-05; F"P"4,+C"5)JK E0-Q"85' *)-0)"'2BK *04"6 *)-0)"'2
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COMPANY STRATEGY
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!"#$%&&'% )*+,-.*$%
Vintage
Contemporary
Transportation Recreation
Remos
CESSNAFlight
Design
CubCrafters
AmericanLegend
Cirrus
All OtherLSAs
=#@'%2A#%/2
Strategic Positioning: Mainstream Powersports
8B<C
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TARGET CUSTOMERS
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Wealthy Cosmo
Outdoorsman
The Rider
Boomer Professional
NEW PILOT MARKET
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PRODUCT DEFINITION
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BRAND DEFINITION
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PROCESS
HK ?,C+052 L&6&,5 M *)-0)"'2<K N0-'") ?96),C"-6
IK 3-,;9/) M O-05; F"P"4,+C"5)
JK E0-Q"85' *)-0)"'2BK *04"6 *)-0)"'2
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METRICS + VALIDATION
• HR=J< 3-"S,-;"-6• D<==E• I 2"0- C059:0/)9-&5' T0/Q4,' U J 2"0- #0&)• V68C0)"; +-&/" DHAWX U DBQ F"+,6&)• !, 0;P"-86&5'• Y-&)" I== ,-;"-6 U 2"0- #&)(Z• II[ 0-" 5,5S+&4,)6• <<[ 0-" &5)"-508,504
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PRESS COVERAGE S
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SOCIAL MEDIA
ICON AIRCRAFT
TESLA MOTORS
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MARKETING STRATEGY
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PEOPLE LOVE THE BACK STORY
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EMBRACE TRANSPARENCY
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YOU GET TO DEFINE THE MILESTONES
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MAKE YOUR BUSINESS A CAUSE
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GOOD CAUSES OPEN POSSIBILITIES
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KNOW YOUR CUSTOMERS BETTER THANTHEY KNOW THEMSELVES
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SALES STRATEGY
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FOCUS ON TOTAL CUSTOMER EXPERIENCE
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IT
S NOT ABOUT CLOSING
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HANDLE YOUR CUSTOMERS YOURSELF
“
There is only onevalid definition ofbusiness purpose: tocreate a customer.
”
--Peter Drucker
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HELP OTHERS VISUALIZE THE FUTURE
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PROCESS
HK ?,C+052 L&6&,5 M *)-0)"'2<K N0-'") ?96),C"-6IK 3-,;9/) M O-05; F"P"4,+C"5)JK E0-Q"85' *)-0)"'2BK *04"6 *)-0)"'2
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A5 footage
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