HAVE YOU EVER EXPERIENCED A FAST AND IMPACTFUL CREATION JOURNEY?
Lufthansa’s Big Transformational Idea: Connecting the world to a better place. The journey to develop this outstanding big transformational idea took years with different development stages and a lot of management meetings and educational sessions. By understanding the reinvention wheel one can skip this development. However, it needs guts and some risk taking. With the help of one of the leading advertising agencies Kolle Rebbe in Germany, Lufthansa built a strong transformative creative platform. The brand has evolved in an iterative process. From a functional to an experience brand with a lot of human touch. Moving from Company Perspective to Customer Orientation, from Communications to Transformation.
LEARNING BY DOING
When applying the reinvention model, the process can of course be shortened. It also offers the possibility to react and make adjustments in these special times. So Lufthansa should keep their BTI because it is life affirming and people connecting which is more important than ever. However they should include a stronger pinch of sustainability.
Watchout: Learning from the best can speed up the process but not replace it. Deep customer understanding is a precondition and an understanding that affects all areas of the company. Sometimes it’s bigger than life. In simple terms, it must be clearly formulated what is to be transformed. Literally. Clear and unambiguous language is required. And no semantic basic discussions.
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