Airlines 2.0 - How airlines can use Web 2.0 for branding

The document discusses how airlines can use technology and innovation to strengthen their brands during the economic recession. It suggests that airlines get closer to customers by interacting with them on social media, sharing ownership of the brand, and revealing the personality behind the brand. Examples are given of how JetBlue has used blogging and Twitter effectively. The key is for airlines to restore trust in their brands through interaction, co-creation with customers, and developing a distinctive personality. This will allow them to engage customers where they are and adapt to changes in a challenging economic environment.