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.