Skift CMO Interviews: Etihad and the Advantages of Building an Airline From Scratch
Skift Take
Etihad has had the advantage of a clean slate to work on and--some argue--a generous budget to work with. But, when we look back at airline history, other airlines also had these advantages at some point or other. What makes Etihad unique is how much it has done with those resources and opportunities to position and differentiate its brand--and how quickly it has accomplished these aims.
Editor's Note: Following our previous CEO interview series in online travel, hospitality, and destinations, Skift has launched a new series, this time focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night will talk with the leading voices in global marketing from across all the industry's sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators and more will explore both shared and unique challenges they are facing, where they get insights, and how they best leverage digital insights to make smarter decisions.
This is the latest interview in the series.
Etihad Airways has focused its brand on the concept of flying “Reimagined,” which has been the campaign slogan for its revolutionary cabin interiors products, and it is the platform on which the airline focuses its servic
