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Soar Hardcover – December 20, 2016
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Advance Praise for SOAR “Copying what the competition is doing doesn’t work in any industry, especially in air travel, which most consumers see as a commodity. Shashank takes a deep dive into the fascinating stories of how successful airlines have created their own path.” ―DAVID MEERMAN SCOTT, bestselling author of The New Rules of Marketing and PR, now in 25 languages from Arabic to Vietnamese “One of those rare books that’s full of inspiring stories and actionable strategies, which can help you excel in your job as a marketer.” ― DR. BERND SCHMITT, Director - Center on Global Brand Leadership, Columbia Business School “Shashank Nigam gets it: to build a lasting brand, you can’t be following the usual rules of marketing. Like the airlines covered in SOAR, you need to think beyond the ordinary.” ―PATRICK MURPHY, former Chairman, Ryanair “I’ve learnt a great deal from Shashank, and you will too. His book uncovers the secrets of the best airline brands in the world, which will help you stay ahead of competition, for a long time to come.” ―NICOLA LANGE, Director - Premium Services, Lufthansa “SOAR is a brilliant investigation into how airline brands that succeed do so. Great inspiration if you’re in an industry that is just as competitive.” ―ANDRES FABRE, CEO, Aeromar, former COO Volaris “The airline industry is very unique. Yet, few have been able to distill lessons from the best airline brands for the rest of us, like Shashank does.” ―HENRI COURPRON, former CEO, ILFC and Airbus North America “Shashank Nigam’s vision is fully expressed by his analysis of these powerful connections between airline brands, their customers and their employees. He is the leading steward pushing the boundaries of airline marketing, a pioneer to do so.” ―JEFF CACY, former Managing Director of Airline Marketing, Boeing “When an authority on aviation marketing like Shashank authors a book on the topic, you must read it.” ―ANGELA GITTENS, Director General, Airports Council International (ACI World)
About the Author
Shashank Nigam is a globally sought-after consultant, speaker and thought leader on airline branding and customer engagement strategy. He is the Founder and CEO of SimpliFlying, one of the world s largest aviation marketing firms, having worked with over 70 airlines and airports in the last six years. Nigam is also the youngest winner of the Global Brand Leadership Award and has addressed senior aviation executives globally, from Chile to Abu Dhabi. Nigam s impassioned, straight-shooting and honest perspectives on airline marketing have found their way to over 100 leading media outlets, including the BBC, CNBC, Reuters and Bloomberg, and into leading publications like the Wall Street Journal, New York Times and Airline Business. Nigam studied Information Systems Management and Business Management at Singapore Management University and Carnegie Mellon University. Hailing from India, he splits his time between Singapore and Ottawa, among other cities. He loves to watch and play Cricket, and is a brand new dad!
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Certainly, the book considers the unique complexities of managing customer demands of millions in time-sensitive circumstances and under the unique pressures airlines endure day-to-day. In that sense, it is a carefully considered practical guide for airline managers at all levels. But the guidance is so clear and handy that it could be applied by any brand in any industry, with very few adjustments.
Put it this way: if airlines can manage their brands using these techniques then it will be easier for others outside of aviation, who may be under less pressure day-to-day, to apply them.
Whatever your function or service sector, SOAR is the type of book you'll want to read and then keep as a daily reference. It inspires the reader to apply the learnings from the airline case studies and the 6X model Brand measures (eXpectation, eXperience, eXpression, eXternalities, eXecution, and X-Factor) right away, and makes the goal of improving brand presence seem very achievable. SOAR is an essential management tool which can help any brand rise above the crowd.
[Disclaimer: I received my copy of SOAR from the writer to review as an airline industry expert. The opinion I present here is my objective and independent take on the book after reading it. And, yes, it will stay on my desk as reference in future.]
Most interesting aspect across the entire book is Shashank’s 6x analysis on every airline he depicted in this book. I strongly feel this analysis is very essential for any service industry where customer delight is in heart of organizations growth.
My takeaway from this book is, I understood more on the airline industry and complexities and challenges each one of them deal with. One should certainly can leverage 6x analysis in any area of work when it comes to CSAT/customer delight.
(Disclaimer: I have read early proofs of the book, have contributed a little to it (without compensation), and have closely worked with Shashank and SimpliFlying for six years. I have complete faith in the value of this book, and in the effort that Shashank has put into bringing it to life.)
The book itself is written clearly and jam-packed with surprises bonuses (including links for extra material, photos, graphics, etc) that make it an enjoyable, rewarding read.
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