Airlift Questions and Answers

Why did you launch airlift?
Corporate leaders are not looking for another agency. They are looking for firms with big ideas that can drive their business performance. Airlift gets at the root of a brand and helps the leadership ignite brand joy in the entire organization. This is the key to exceeding the customer's needs. As the founder, I have worked at the highest levels of leadership for global brands. There is power in knowing what your brand story is and how to make it come alive everyday. I saw an unmet need in the marketplace. Our hope is that we can help all leaders write and tell their brand story to get the business results they seek.

Brand storytelling - that's interesting. What is it and why is it important?
Brand vitality is the goal. Leaders want to be green and growing. A brand story can become the epicenter for your corporate reputation. When done right it will drive sales, profit, and people performance. A brand story is bigger than an advertising campaign. It stands the test of time.

How does it work?
We have a nine-step process to create an authentic brand story. It involves setting goals, crafting a timeless story, illuminating your people and staying the course. All levels of an organization become engaged and then clearly understand their role and part in making the organization come alive.

What makes for a successful brand story?
The stories that are most successful ignite the business performance of a company. The best stories are rich with history and are told in a way that engages all people in the organization. The best stories get told and retold again and again. The best brand stories have a happy ending.

Who is your ideal client?
The CEO of a company is the best client. He or she must ignite their organization around brand performance. Story telling can align senior management and get the entire organization talking about the brand in a unified manner. The benefit is that all people, at every level know their role in making the brand come alive. A key benefit is the people in an organization can understand how to ignite the brand in the same unified manner. The right brand story ignites a new energy around the business drivers. This concept works particularly well with large retail brands that need to insure the brand comes alive from the boardroom to the front counter.

Who is doing a good job of brand story telling in the market place today?
Hands down, it has to be Target. You can tell their leadership has a clear vision and that all people at every level know and live the Target promise. It comes out in the quality of their design, attention to branding detail, the clean retail experience and great value. Target understands what drives their brand because they understand what their customers need and deliver it with surprise and delight on every visit.

For more information about Airlift Ideas, please contact us.