How easyJet grew its brand by cutting costs
Principal authors: Michael Lee, VCCP and Bryan Jago, OMDContributing authors: Andrew Perkins, Henry Bilson and Neasa Cunniffe, VCCP; Priyang Jha and Sam Dias, BrandScience
Introduction
2010, and easyJet finds itself in an interesting place.
Over the course of fifteen years, the brand had successfully forged out a low cost positioning, with marketing support almost entirely used to drive short-term direct response. The cheap and cheerful brand from Luton had taken on Europe's finest and achieved remarkable things.
But it was increasingly obvious that this approach needed to change. Across...