Dunge Dispatch: Seeing Through Bad Marketing Research to Tell a Good Brand Story
Many of us have seen, read, heard, or talked about the Southwest Airlines flight 1380 emergency landing that occurred earlier this week. For those who have not, here is the story . Southwest jet flying over downtown Dallas Related to the Southwest flight 1380 incident (full disclosure: I work for an airline, just not Southwest), I was contacted by a marketing research firm which sent me their "brand intelligence report" claiming to track the reputation of Southwest and other major air carriers. Their marketing research, to put it mildly, is bad... flawed, actually, is what I told them. How did I come to this conclusion, and why did I respond to them in the first place? Please allow me to explain. There are many stories that came out of the Southwest 1380 incident: the heroism, the cooperation, the tragic loss of life, the investigation. Each story has its own ensuing narrative. In the following paragraphs I'll outline a couple of those narratives that I find int...