Accelerate Opportunity

The task was to strategically establish, and bring to life, a clear and

differentiating positioning for Embraer in the Commercial aviation market

– addressing the airline industry – that sits within the ‘We live for the

challenge’ ethos of their overarching ‘group’ brand.

1. Establishing ownable competitive territory against the main rivals –

Boeing and Airbus

2. Identifying that key differentiator distinguishing Embraer and

influencing purchase decisions in the long term buying cycle (typically 3-8

years), which has relevance to all global markets

3. Through the positioning, enable dynamic story telling that adapts to

a sector undergoing change

4. Build a brand campaign platform that live for the long term and shift

between themes to reflect the brand, and remain relevant for comms activity

right through the funnel, brand to demand.