Unveiled on Nov. 6, the redesigned Business Class seats drew criticism for a technical appearance that risks losing the airline's traditional cultural warmth, despite incorporating feedback from over 5,000 individuals. Marketing professor Julien Cayla noted that passionate pushback demonstrates how deeply travelers care about the carrier's iconic identity. To leverage this sentiment, the airline has been advised to avoid a defensive posture and instead consult loyal premium flyers while partnering with local creative talent.
Key points
Strong public backlash over redesigns can signal deep customer emotional attachment rathe…: Strong public backlash over redesigns can signal deep customer emotional attachment rather than total brand rejection.
Modernizing an iconic brand risks alienating loyal flyers if functional updates strip awa…: Modernizing an iconic brand risks alienating loyal flyers if functional updates strip away heritage and cultural warmth.
Management can turn criticism into an advantage by consulting frequent flyers and working…: Management can turn criticism into an advantage by consulting frequent flyers and working with local design talent.
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People do not get angry at brands they do not care about, says marketing professor Julien Cayla from Nanyang Business School.
SINGAPORE: The backlash against Singapore Airlines’ (SIA) new Business Class seats contains some good news for the airline. Customers care deeply about SIA.
Unveiled on Nov 6 as part of a S$2 billion wider cabin upgrade, the seats have been praised for improvements in comfort and privacy. But their grey-and-yellow colour scheme has drawn criticism, with some even likening them to dental chairs.
Not many airlines could provoke this kind of strong reaction. I certainly cannot imagine a European or American airline generating so much media attention simply by redesigning the cabin.
In fact, it reminds me of one of the most famous marketing case studies: New Coke. Over 40 years ago, Coca-Cola introduced a new formula for its classic drink, hoping to rejuvenate the brand to better compete with Pepsi.
Despite conducting extensive market research before the launch, there was public uproar. At the height of the backlash, Coca-Cola was receiving 1,500 calls a day from disgruntled consumers.…
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