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.