Navigating Public Scrutiny in Brand-Led Transformation Transforming a brand with deep national significance is a complex and delicate process. It requires more than just a strategic vision—it demands an understanding of public sentiment and the ability to demonstrate meaningful change quickly. During the Air India Limited rebrand, we found that introducing early improvements, such as enhancing food service and customer experience, was crucial in building public trust and setting the foundation for the broader transformation. As Stephen Barber, Chief Experience Officer at FutureBrand, noted in last month’s WARC article, heritage brands face unique challenges. Their identity is often intertwined with national pride, meaning they must navigate not only the expectations of typical stakeholders but also those of governments, global partners, and the public. In the case of Air India, the rebrand sparked swift and passionate responses. Every detail—from the iconic Maharajah to the plane’s livery—became a point of nationwide debate. Balancing this intense public feedback with the strategic direction of business leaders, especially over a five-year transformation, was a challenging process. The Air India project underscored the importance of aligning brand transformation with both the strategic goals of the business and the cultural significance it holds for its audience. See the full Air India transformation here: https://lnkd.in/eUAga_js How can brands honour public sentiment while driving essential change during a transformation?
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