Book Club Discussion – Activate Brand Purpose

Sex, money and politics aren’t fit topics for polite company.

At least that’s what many of us have been taught.

And yet, there IS a place for activism in business.

We discuss examples from the book, and from the aviation industry.

REI Opt-Outside campaign. The sporting goods store defies retail convention by keeping stores (and online stores) closed on Thanksgiving Day and Black Friday. The intention is to give their employees time off for family and outdoor recreational pursuits.

American Express Small Business Saturday campaign. The credit card encourages customers to “shop small,” and even petitioned Congress to establish “Small Business Saturday” as a holiday.

Aviation examples –

Special Services Corporation and The Greenville Downtown Airport defies the usual expectations of airports by passionately cultivating community. They built a park and museum and advocate community events like a 5-K, senior breakfasts, and educational campaigns for the local school district involving field trips to the airport.

The Foundation for Business Aircraft Records Excellence – Larry Hinebaugh was SO fed up with the state of business aircraft records that he established a nonprofit foundation and educational programs to promote better care and feeding of aircraft logbooks.

DBT.aero engages with activists from many different groups – airport noise, local mobility, environmental groups and others to promote their innovative aircraft and UAS platform.

Groups like NBAA, EAA, AOPA, HAI and WAI advocate for their constituents in the aviation industry with VERY organized and professional political activism on a variety of aviation-specific topics.

ABCI has made an enemy of “Random Acts of Marketing“ and helps small and medium-sized aviation companies outperform their much larger competitors with smart, sustainable marketing.

So. . . .

There ARE advantages to getting involved in politics!

Even for aviation companies!