Client:  Bombardier Business Aircraft

Description:

Bombardier Business Aircraft was the world’s largest manufacturer of private jets (and fourth largest manufacturer of aircraft of any kind). Its parent company, Bombardier Aerospace, also served the commercial and amphibious aircraft markets. The company, based in Montreal, Quebec, had been in business for more than 60 years, and employed more than 20,000 people worldwide.

Situation:

Bombardier made many different business jets under almost as many different brand names. It had invested considerable resources in promoting each brand separately. Despite the company’s long history and worldwide dominance, some of its products, particularly Learjet, were better known than Bombardier itself.

Strategy:

Anderson recommended an all-encompassing brand architecture to distinguish the company’s products in the customers’ minds, while clarifying their connection to their worldwide parent company. The program was both ambitious, and urgently needed.

“Name It and Claim It”

Within 30 days of hiring Anderson, Bombardier was presented with, and approved, a brand architecture that organized and distinguished its planes into three distinct product lines, or “nameplates”—Learjet, Challenger and Global. Their worldwide service organization was also branded for the first time, as Bombardier Business Aviation Services. A striking new graphic approach unified all Bombardier communications, while it distinguished the different nameplates by color.

“Become More Than the Sum of Your Parts”

Within 60 days, Anderson had helped Bombardier introduce two new Learjet models at the annual international air show in Farnborough, England. The new, branded graphics appeared for the first time at the show. Within 90 days, the new branding graphics appeared throughout Bombardier’s marketing materials – including advertising, collateral, sales support materials and videos and even convention headquarters design – at the National Business Aviation Association (NBAA) show in the U.S.

“Build on Your Brand”

Anderson created a detailed graphic standards manual, now in use by Bombardier personnel around the world.

The workable brand architecture served as an infrastructure for long-term marketing. In the first year, it guided the market introduction of four new aircraft: Learjet 40 and Learjet 45XR, Challenger 300 and Global 5000.

Results:

• The Learjet 40 and 45XR models strengthened Bombardier’s position vs. Cessna in the narrow-body jet category.
• The Learjet nameplate regained strength and authenticity in market perception.
• The Challenger 300 model dominated purchases in the new, super-mid-size category.
• The Global 5000 joined Bombardier’s Global Express model in the long/luxury sector, and distinguished itself for its speed and comfort.
• Bombardier Business Aviation Services became a meaningful differentiation and positive factor in sales negotiations.