How Much Is A Photograph Worth?
Photography can be either art or commerce. The value of a piece of art is defined simply by what someone is willing to pay for it. That fact explains why a photo of the inside of a 99 Cents Only…
Critiquing An Aerospace Advertisement: AugustaWestland
Dear AgustaWestland, Nothing about this ad makes sense to me, so I am assuming it was designed by a committee. Most likely it was a last-minute endeavor, and perhaps this was the only thing everyone could agree on, but your…
Nostalgia Marketing. It Works.
There’s a new trend in marketing that has companies looking to the past to make an emotional connection with their customers. And according to a recent article in Adweek, it’s working for brands ranging from Jack Daniel’s to Lego. Connecting…
How To Write A Stronger Value Proposition
I opened an excellent business aviation magazine this morning to an OEM ad touting the company’s “Fifty Years of Passion.” A few pages later I came across another full-page ad explaining, “Excellence Defines Our Company. Passion Makes It Fly.” Yawn….
Airbus Rebrand: Will it Fly?
Rebranding is risky business and more than a few well-intended efforts have ended badly. The JC Penney rebrand was an epic fail that could drive the retailer into bankruptcy. A revamped Gap logo sparked a global uprising. And I’ve already…
Get More from Your Aerospace Marketing Budget
BDN recently surveyed a group of aerospace and defense marketing professionals to better understand their needs, preferences and challenges. The findings and trends were enlightening, and we’ll soon be sharing them in a new white paper. Interestingly, most respondents said…
Airshows: Yes or No
I watched an Su-30MKI crash and burn at the 1999 Paris Airshow. The pilot ejected and survived. My desire to watch air shows did not. More high-profile accidents with fatalities followed, most notably in Reno and recently in Dayton. Every…
Photography Tips For Aviation Photographers
Photographing helicopters air-to-air with sharp details while also having the rotor blades suitably blurred is a challenge for any photographer. The aircraft holding you (the photographer) is often cramped, bumpy, and vibrating, while the aircraft you are trying to capture…
An Introduction to Inbound Marketing for A&D
I’ve officially jumped on the Inbound Marketing bandwagon, and I hope you do, too. Inbound marketing is a way to enable your target audience to find you at the right time — precisely when they are seeking knowledge and information….
Branding: It’s in the Bag
Would you pay $9,000 for a handbag? How about $150,000 or more? Plenty of people do. In fact, the Hermès Birkin bag, created in 1984 for actress/singer Jane Birkin, is so coveted that it commands these prices and is reputed…