Come Fly With me
If I was being contextual, this week’s blog would obviously cover the election. I mean, Labour’s election manifesto was leaked this week – perfect fodder for a PR blog. (I realise I’ve said that before…)
But to me election campaigning, politicians and politics in general are what they are. Say one thing about one party, leader or MP and then someone else does something else that warrants talking about. It goes on and on.
So, this week, true to form, I’m going to avoid the big headlines and take it back to the principles of branding and marketing.
That is, the principles of branding and marketing according to Ryanair.
The company’s outspoken CMO Kenny Jacobs has admitted this week that brands don’t need to be loved by consumers – they simply need to stand out and retain a ‘healthy dose of common sense’.
He’s got a point. I’ve never flown with Ryanair (I don’t think…) but that doesn’t mean I don’t know who they are.
When I book a flight, I generally look for the cheapest and most convenient flights available. If Ryanair fills those requirements, I’ll book with them. I will, however, just as easily fly with EasyJet, Aer Lingus or Flybe if they suit my needs.
Ryanair has built its name and reputation on being a discount brand and it holds true to that. It’s a functional brand, offering short-haul flights, and does exactly what it says on the tin. Simple.
The company has faced its share of bad press in the past, but in his own words Jacobs admits the brand is “a bit of bad boy in the industry”.
Whether you’re a fan or not, the point is Ryanair has always held steadfast to its values.
They spend nothing on Google says Jacobs, yet are the world’s most searched for airline. In June 2016, Ryanair became the world’s most visited airline website. Organic traffic is a brand’s dream and that’s what Ryanair achieves because its name is synonymous with what it does.
According to Jacobs, consumers don’t engage with advertising like they used to and I think he’s got a point. In a market that is saturated with marketing slogans, spokespeople and jingles, sometimes I just want to ask a question and get an answer in return, rather than a song-and-dance riddle ‘but what about this’…
Bravo Ryanair for keeping it plane (badum-tish) and simple.