Bombardier Inc. (TSE: BBD.B) is one of the three largest manufacturers of aircraft in the world. Its business aviation division’s brand and marketing team is charged with managing the global brand’s line of private corporate jets that range in price from $9 million to $60 million. Under pressure to develop a strong point of view and roadmap pertaining to how the brand was expressed through social media and a digital brand experience, the team turned to me for help.
In a multi-year, multi-agency relationship, I worked with Bombardier Business Aircraft as the lead strategist on projects ranging from the development of the organization’s Social Media and Brand Strategy Playbook, to information architecture for its corporate website, to digital content strategy. These initiatives have required a significant amount of brand planning beyond North America and have included collaboration with regional marketing executives around the world.