FUSION is a London-based branding company that serves clients internationally. We develop and implement brand strategies rooted in a fact-based understanding of your customers, your competitors and your own organisation.
When Netjets first launched the fractional (shared) ownership of private jets in Europe, the concept was slow to gain market acceptance. Qualitative research among difficult to reach high net worth individuals revealed that charter was the correct frame of reference for the category, not full ownership. Moreover, the previous positioning focused on luxury instead of private jet travel being a business tool.
A new positioning and selling messages communicated relevant benefits across a range of integrated solutions, including brochures, print advertising, direct marketing and a sales force effectiveness program.
Together these initiatives helped NetJets to increase its customer base from 39 to 200 customers in 6 months achieving a significant turnaround for the brand.