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Blindfold a hapless airline passenger and seat him inside almost
any aircraft or in any airline lounge, and it’s likely he will not be
able to identify the brand environment in which he is ensconced.
Most airlines, points out Peter Knapp, executive creative director
at Landor Associates, offer their customers a bland, undifferen-
tiated experience. They all want to play it safe and are always
looking sideways at each other, not wanting to step too far out
of line.
So when British Midland came to Landor in need of brand revi-
talization, Knapp saw an opportunity for the airline to break
away from the pack and emerge as a stylish, relevant, and
unique ...