7 Opportunities for the Next 70 Years
In the last month or so, those of us living in Lebanon and those of us flying in or out in fact, have had no choice but to be reminded of the “exuberant” 70 years of aviation our country has reveled in. If the overabundance of cedar tree billboards couldn't grab your attention, a cheaply produced music video featuring Assi El Helani gesturing in a recording booth might have.
The tone of this opening shouldn’t mislead you for I’m a big proponent of celebrating brand heritage when appropriate. But I’ve yet to understand how dressing up in 70s fashions and producing 70s-inspired memorabilia (notice, these aren’t actual reproductions) work as brand activations that should make me want to “love” Middle East Airlines (MEA) more and strengthen my loyalty to the brand.
Much like the people that made it and those who keep it afloat on a day-to-day basis, Middle East Airlines reflects the image of the Lebanese people. Except, the image of the Lebanese people today is—let’s face it—disjointed at best. Does the failure of the people to find common ground on identity reflect the brand’s failure in finding its own positioning and tone of voice? Can we assume the logo and livery change in the early 2000s was an inevitable consequence of a political power shift? Perhaps. But no matter what the reasons, the reality remains blatantly