Tuesday, July 01, 2008

About those airline baggage charges

Ever hear the saying about someone being so far down a hole they have to climb up a ladder to get to the bottom? How about the rule that once you trade on price your brand equity sinks so low it has to climb up a ladder to get to the bottom? Once you go price consumers think thrice! Nothing like training another generation of price sensitive travelers! P&G learned that with EDLP (everyday low pricing for the layman). Now Costco tells them how to make Tide or they'll plug the pipeline. So who is in charge of brand equity innovation at American, United, Delta and all the other price wielding baggage charger busways of the skies? If on Madison Avenue "it's all about the strategy" as Eduardo Bottger says at Hispanic agency of note al punto - What ad agency is riding to the rescue with a strategy that gives one of these brands a reason-for-being (that matters)? (Please no more platitudes that failed to move me in the first place) What evidence is there that straight forward problem solvers might listen to an abstract thinker that pinpoints new selling dimensions that are more relevant and resonant to core travelers? And how does that strategy resolve the newly forming habits of meeting online instead? Sounds like a job for Superman. Or maybe American should just sell all of its hardware assets and operations and become the world's first motive conference or motive visit network. Move into Kodak's memory space. What can be logged and filed solely on line. Can I charge for information transfer by the pound? Isn't that what business travel is for? How about tiered pricing for travel purposes? Do we charge a lot less for a trip to grandmas and a lot more to discuss Kraft's brand management? Now that would be some exploratory qualitative answering the questions what could an airline become. What are the future consumption drivers in "travel?" Does travel mean I have to "go" somewhere physically. And how would one "own" that? Just musing. Apologize for incomplete, incoherent or disconnected thoughts. Where's a good no baggage airline when you need one? This is all just taking shape. At some point it will just be cheaper to buy a couple hundred dollars worth of clothes and toiletries once I get to the other end. Could spur whole new terminal retail. And of course, what hotel chain is going to win me over with baggage charge rebates or credits? And why aren't they doing this instead of me writing about it? Get Tom Boddett or those guys from freecredit.com to sing a song and solve the travel woes.

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