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Soar, by Shashank Nigam
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An airline has over 50 different brand touchpoints at which it can choose to operate exactly as it has in the past or to exceed expectations at each step and become truly exceptional. This book aims to highlight 10 exceptional airline brands which are thinking differently about branding, and executing brilliantly. There is an exceptional breed of airlines that continue to win in their markets because they dare to think differently. They dare to challenge the conventional wisdom and industry norms. Some proactively borrow concepts from consumer industries; some choose to put customers at the heart of their business; some choose to empower their staff to lead the brand. Yet, they all aim to create an experience that the customers will appreciate, pay for and share about - in their own different ways. This book sets a new direction on and a new attitude towards airline marketing.
- Sales Rank: #1222102 in Books
- Published on: 2016-12-08
- Released on: 2016-12-20
- Original language: English
- Dimensions: 8.20" h x .80" w x 5.80" l, .0 pounds
- Binding: Hardcover
- 280 pages
Review
Advance Praise for SOAR “Copying what the competition is doing doesn’t work in any industry, especially in air travel, which most consumers see as a commodity. Shashank takes a deep dive into the fascinating stories of how successful airlines have created their own path.” ―DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing and PR, now in 25 languages from Arabic to Vietnamese “One of those rare books that’s full of inspiring stories and actionable strategies, which can help you excel in your job as a marketer.” ― DR. BERND SCHMITT, Director - Center on Global Brand Leadership, Columbia Business School “Shashank Nigam gets it: to build a lasting brand, you can’t be following the usual rules of marketing. Like the airlines covered in SOAR, you need to think beyond the ordinary.” ―PATRICK MURPHY, former Chairman, Ryanair “I’ve learnt a great deal from Shashank, and you will too. His book uncovers the secrets of the best airline brands in the world, which will help you stay ahead of competition, for a long time to come.” ―NICOLA LANGE, Director - Premium Services, Lufthansa “SOAR is a brilliant investigation into how airline brands that succeed do so. Great inspiration if you’re in an industry that is just as competitive.” ―ANDRES FABRE, CEO, Aeromar, former COO Volaris “The airline industry is very unique. Yet, few have been able to distill lessons from the best airline brands for the rest of us, like Shashank does.” ―HENRI COURPRON, former CEO, ILFC and Airbus North America “Shashank Nigam’s vision is fully expressed by his analysis of these powerful connections between airline brands, their customers and their employees. He is the leading steward pushing the boundaries of airline marketing, a pioneer to do so.” ―JEFF CACY, former Managing Director of Airline Marketing, Boeing “When an authority on aviation marketing like Shashank authors a book on the topic, you must read it.” ―ANGELA GITTENS, Director General, Airports Council International (ACI World)
About the Author
Shashank Nigam is a globally sought-after consultant, speaker and thought leader on airline branding and customer engagement strategy. He is the Founder and CEO of SimpliFlying, one of the world s largest aviation marketing firms, having worked with over 70 airlines and airports in the last six years. Nigam is also the youngest winner of the Global Brand Leadership Award and has addressed senior aviation executives globally, from Chile to Abu Dhabi. Nigam s impassioned, straight-shooting and honest perspectives on airline marketing have found their way to over 100 leading media outlets, including the BBC, CNBC, Reuters and Bloomberg, and into leading publications like the Wall Street Journal, New York Times and Airline Business. Nigam studied Information Systems Management and Business Management at Singapore Management University and Carnegie Mellon University. Hailing from India, he splits his time between Singapore and Ottawa, among other cities. He loves to watch and play Cricket, and is a brand new dad!
Most helpful customer reviews
2 of 2 people found the following review helpful.
The Brand X-factor guide you'll want to keep on your desk, even if you don't work at an airline.
By M. Garcia
SOAR is a uniquely handy book for brand management. While it's focused on the airline industry—and includes rich case studies of how various airlines have managed their brand image and customer engagement—I have to disagree with the writer when he suggests the successful methodologies detailed in the book are exclusively applicable to the airline industry.
Certainly, the book considers the unique complexities of managing customer demands of millions in time-sensitive circumstances and under the unique pressures airlines endure day-to-day. In that sense, it is a carefully considered practical guide for airline managers at all levels. But the guidance is so clear and handy that it could be applied by any brand in any industry, with very few adjustments.
Put it this way: if airlines can manage their brands using these techniques then it will be easier for others outside of aviation, who may be under less pressure day-to-day, to apply them.
Whatever your function or service sector, SOAR is the type of book you'll want to read and then keep as a daily reference. It inspires the reader to apply the learnings from the airline case studies and the 6X model Brand measures (eXpectation, eXperience, eXpression, eXternalities, eXecution, and X-Factor) right away, and makes the goal of improving brand presence seem very achievable. SOAR is an essential management tool which can help any brand rise above the crowd.
[Disclaimer: I received my copy of SOAR from the writer to review as an airline industry expert. The opinion I present here is my objective and independent take on the book after reading it. And, yes, it will stay on my desk as reference in future.]
1 of 1 people found the following review helpful.
A unique look inside how some of the world's best airlines think
By Shubhodeep Pal
Anyone who knows anything about the development of airline marketing in the last five years would have certainly heard of Shashank Nigam, the founder of SimpliFlying, a company that has worked with some of the best airlines in the world. Arguably, Shashank ushered in a new way of thinking about marketing at airlines before "social" and "digital" were cool catch-words. Now, he dives deep into eight of the most fascinating airlines in the world -- Southwest, Finnair, Air New Zealand, AirAsia, Kulula and more -- and unearths what makes them special as brands. For Southwest, for example, it's the company culture that's so deeply ingrained that it's second nature; for Finnair, it's about expressing the brand through distinctive design; and so on. At each airline, Shashank speaks personally to the movers and shakers, and gains an understanding what makes it click. In the process, he also uncovers fascinating nuggets of information. You might have read books where one airline is explored at great depth, but this is the first book that attempts to put eight wonderful airlines under one roof, and demonstrates linkages and contrasts, trends and contradictions, best-practices and pitfalls. All this is not to say that someone reading this book will be able to create a wonderful airline brand out of the box -- but it goes a long way towards ensuring that you're well equipped to understand what might get you there!
(Disclaimer: I have read early proofs of the book, have contributed a little to it (without compensation), and have closely worked with Shashank and SimpliFlying for six years. I have complete faith in the value of this book, and in the effort that Shashank has put into bringing it to life.)
1 of 1 people found the following review helpful.
A great read from cover to cover...
By Leah Conte
This book is a great insight into the modern day airline industry and has a lot of good lessons for marketers. Author Shashank Nigam leads the reader into the unique stories of some of the world's largest and most recognized airlines, whilst outlining his 6X model. A thoroughly enjoyable read from the start to finish and full of real life examples of best practice within the airline industry. Whether you are interested in marketing and enjoy learning about brand strategy or want to learn more about the airline industry, this book carries a good take home message which can be applied in business. My favorite chapter is the AirAsia one as it outlines the brands unorthodox approach to business and I think other airlines can learn a lot from not being so rigid. I particularly love the authors quote; "Airlines almost always over-promise and under-deliver". As passengers we always have an expectation which airlines fail to live up to.
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