Customers, clarity and corporate culture: How easyJet revitalised a 'blurred brand'

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.

Customers, clarity and corporate culture: How easyJet revitalised a 'blurred brand'

Lena RolandWarc

The theme of the Marketing Society's annual conference, held in London in November 2014, was 'resetting' marketers' agendas. How can brands cope with disruption? How important is corporate culture? Carolyn McCall, CEO of easyJet, the European airline, discussed how establishing a clear vision, customer-centricity and resetting corporate culture helped her triple the value of the company in just four years.

When McCall joined EasyJet in 2010, she inherited what she described as a "blurred brand". Her challenge, she explained, was to re-evaluate where easyJet was in...

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