Maybe, but it's hard to tell isn't it?
What they all are is different to BA. Being better than your competition is hard, really hard. Especially in the minds of prospects and clients.
So how are those other airlines different?
Well it seems to me that they allow their personality to be central to their marketing. How they do that is by allowing the personality of their CEO's to shine, to be heard We all have heard about and seen Richard Branson, Michael O'Leary and Stelios. You probably have an opinion of those three that might vary from admiration through to loathing. Because you have an opinion of them you also have an opinion about their airline. You may not even know who the current CEO of BA is.
So, what can we learn from this?
1.It's OK to be different
2.Let the personality of your top person be public.
3.Now, be brave and broadcast that message.
How can a smaller business do this?
Well one easy way is by doing this, producing a blog, that allows personality to shine through.
Don't be afraid to have an opinion or be a personality. People will remember you.
Remember, be different not better.