I was on my way back from a conference, thumbing through the inflight magazine (waiting for the OK to boot up my kindle) when I came across this ad. It’s not just the brilliant copy writing that ca
ught my eye, it’s the way the message conveys what modern brands are all about.
I can honestly say I did not know anything about Bristow before seeing this. A quick read of their web site says they are the world’s largest provider of helicopter transportation services to the offshore oil and gas industry. That’s fine, but this ad says much more to me than that.
In any business model the value of what you do is in the way you do it.
Bristow promises a higher level (pardon the pun) experience.
Clearly, there is little margin for error in this business. It’s one that makes its money shepherding workers on and off oil rigs. But that’s not the point is it? Their message—their main focus—is on the safety of their passengers and the service they give corporate clients and their riders. Both attributes, by the way, are the byproducts of their employees.
Bristow doesn’t simply talk about this commitment they promise it! And the old saying that you should never make promises you don’t intend to keep certainly applies to brand integrity.
Again I don’t know anything about this company, but I suspect they understand the linkage between who they are and what their employees do every day. In fact, if you look at their top published values; Safety, Quality, Excellence, Integrity, Fulfillment, Teamwork, they are essentially human endeavors. I would suspect they probably have done much to communicate and reward employee behavior that reinforces each characteristic. I know the companies we work with do. Otherwise their brands would lack the very authenticity that this ad… you guessed it…promises.